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APP MARKETING
Apr 18, 2025
The industry is changing fast — and if you’re not paying attention, you’re falling behind. We’ve rounded up 5 key updates from the past few months that every mobile marketer should have on their radar.
📱 Telegram Launches Global Search Ads
What happened: Telegram has introduced keyword-based sponsored results in its global search. Ads now appear when users search for content — similar to Apple Search Ads or Google Play search.
Why it matters: With over 900M monthly active users and a strong stance on privacy, Telegram could become a valuable new performance marketing channel outside the Meta-Google stronghold.
Think about it: Early adopters may benefit from low CPMs and first-mover advantage. Source
📈 ChatGPT Becomes One of the Most Installed Apps in March
What happened: According to AppFigures, ChatGPT was one of the most downloaded apps globally in March 2025 — outperforming TikTok, Instagram, and several major games.
Why it matters: AI is no longer niche — it’s mainstream. Users are now comfortable interacting with AI apps daily, and that changes how they engage with content and products.
Think about it: User behavior is shifting toward conversational interfaces. Apps that integrate AI-native onboarding or support may see better retention and engagement.
🔄 Apple Search Ads Finally Joins the SKAN Party
What happened: Apple Search Ads is now fully integrated with SKAdNetwork (also known as AdAttributionKit). This means better attribution and conversion tracking for iOS campaigns — with user privacy still intact.
Why it matters: For marketers running campaigns on iOS, this is a big step forward. Accurate data is finally back — no need to rely on fingerprinting or guesswork.
Think about it: If you’re not optimizing for SKAN 4.0+ today, you’re likely misreading performance and missing out on smarter budget allocation.
📺 T-Mobile Acquires Vistar Media for $600M
What happened: T-Mobile has acquired Vistar Media, a major digital out-of-home (DOOH) advertising platform, for $600 million.
Why it matters: Telecom companies are becoming serious players in advertising. With access to both user data and ad inventory, telcos are positioned to dominate across multiple channels.
Think about it: Telcos entering adtech means stronger identity graphs and omnichannel reach — DOOH might soon be as trackable as mobile.
🛍️ Alternative App Stores Are Rising Fast
What happened: OEMs like Samsung, Huawei, and Xiaomi are rapidly growing their own app stores. The shift is backed by regulations like the EU’s Digital Markets Act, which challenges the App Store and Google Play dominance.
Why it matters: Marketers can no longer focus on just two ecosystems. Alternative stores may offer new growth, lower competition, and better terms.
Think about it: Diversifying your distribution early could reduce CPI, increase discoverability, and future-proof your UA in regulated markets.
The mobile marketing world doesn’t slow down — and neither should you. With new platforms opening up and user behavior shifting fast, the question is: which of these trends will you act on first?