Farewell 2024, the year of reflection and growth

Dear app marketers, customers and team,

This year, which I’d like to call “the year of reflection and growth,” has truly been a game-changer—not just across the industry but right here at MobileAction. I want to start this letter by acknowledging you, as your involvement and support have been key to navigating all the unexpected turns. I can’t thank you enough for that. Now, I’d like to take a moment to look back and unpack how this year has shaped us and the broader industry.

Redefining MobileAction

When we founded MobileAction in 2013, our goal was to provide app marketers with data for organic user acquisition. As the industry evolved, so did our vision. After the introduction of Apple Search Ads in 2016 as a paid user acquisition channel, we recognized the demand for holistic solutions, started providing paid data and launched the SearchAds.com platform in 2018. Today’s app marketers seek a unified platform where all their data and efforts can come together seamlessly—reflecting an industry that demands full-range tools and services. In response, MobileAction has led the way in innovation. 2024 became the year we showcased our evolved offerings, uniting all our products and services under one roof. This shift was reflected in our rebranding and positioning to ensure our external identity fully represents our broad capabilities:

Your partner in growing apps and games with intelligence, automation and expertise.

We’ve overhauled our website and products, not just to keep up with market demands but to raise the bar in the industry. MobileAction has evolved from a mere platform to a complete ecosystem that supports app marketers in a way that’s both more connected and intuitive.

MobileAction in numbers

How the industry evolved

This year has witnessed significant shifts in the app marketing space. From strategic adjustments due to major acquisitions and sunsets to innovations in advertising platforms and the mainly misunderstood and exploited role of AI, these developments highlight both opportunities and challenges within the industry. Here’s my closer look at these key developments:

Competitive dynamics

When it comes to competition, 2024 was a year full of dramatic turns. The scene was particularly affected by Luna’s exit from Apple Search Ads marketing. Robust competition drives innovation and it’s always unfortunate to see good competitors leave the market. Beyond Luna’s exit, this year also brought SensorTower’s acquisition of data.ai, Adjust slashing its workforce by 40%, and new players entering the game.
Without a doubt, these developments have reshaped the competitive landscape, presenting both challenges and opportunities for the remaining players. On the upside, our ability to swiftly adapt has enabled us to seize new opportunities in this transformed market. Looking forward to 2025, I’m expecting to hear more buzz about acquisitions and possibly even more new players stepping onto the scene.

Apple Search Ads in 2024 and beyond

We’ve been a proud partner of Apple Search Ads since 2019 and are glad to be taking part in the advancement of our clients in this marketing channel. The expansion of Apple Search Ads into 30 new markets in 2024, including the strategically important Türkiye storefront, offered new opportunities for a range of app developers. With the latest expansion, Apple Search Ads became a channel active in 5 regions and 91 countries. The role of Apple Search Ads in reaching diverse and global audiences is now more tangible than ever for app marketers and developers.

We provide services and solutions to a significant portion of the market with over $600 million in ad spend managed on SearchAds.com by MobileAction. As Apple Search Ads continues to expand, so does our capability to support and grow with our clients. We remain committed as your official partner, ready to help you every step of the way to growth.

Who’s winning in the privacy game?

Privacy continues to be a driving force in reshaping app marketing. As regulations tighten and user expectations evolve, opportunities and challenges emerge for platforms, advertisers, and agencies alike.
One of the biggest developments this year has been the ongoing anti-trust movement in Europe, along with the rise of alternative Android-based app stores in China and the Far East. These shifts are opening up unique opportunities to acquire new users and are paving the way for new search ad platforms and advertising inventories to pop up. This evolution can shake up the competitive dynamics.

OEMs are also stepping into the spotlight. It’s becoming increasingly likely that OEMs will develop their own search ads platforms, with carriers potentially playing a key role in these efforts. However, these changes bring challenges, particularly in terms of MMP (Mobile Measurement Partner) tracking on OEM platforms, making measurement and attribution more complex. Measurement challenges aren’t new but these possible changes could add another level.

Another trend to watch is the potential decline of traditional agencies. As companies increasingly aim to eliminate third parties, taking cues from Google and Facebook’s strategies, the role of agencies in app marketing may continue to diminish. This shift reflects a broader push toward streamlining operations and maintaining tighter control over user data.

Ad landscape evolution and corporate strategies

Adapt or fall behind—the mantra for today’s app marketing industry. The app marketing industry is compelling companies to allocate more resources to handle an ever-increasing diversity of ad networks. 

It’s common now for app marketers to handle around 20 different networks, which ups the demand for more staff and makes tracking performance trickier. As ad networks multiply, significant investment is needed not just in internal operations but also in advanced business intelligence systems. Also, with the rise of smaller, newer ad networks, companies are increasingly forced to invest in internal fraud protection measures to safeguard their interests. My take on this is that, in 2025, the market will anticipate more efficient ad networks and DSPs. The focus is shifting towards creating more resilient app marketing infrastructures that can dynamically respond to new challenges and opportunities. This involves not only enhancing internal systems but also adopting advanced analytics to stay ahead of potential threats and ensure maximum ROI from diverse advertising channels. 

Beyond the AI buzz

AI continues to be a key technology across industries, fueled by significant 2024 investments in giants like OpenAI, xAI, and other leading AI firms. While it’s rapidly growing, it brings up some challenges as well. As this sector rapidly expands, it also presents unique challenges. One major issue is the frequent misunderstanding or overhyping of AI. In many cases, the term “AI” is used without delivering meaningful value, leading to short-term monetization models that prioritize immediate gains. This situation is similar to the hyper-casual game craze, which, despite presenting opportunities, typically lacked substance. This hype appears set to continue well into 2025, remaining a key trend for the foreseeable future.

I believe that AI-driven products should go beyond the hype and offer real, measurable value to our users. Rather than simply following trends, our focus is and will be on developing solutions that genuinely improve user engagement and deliver tangible value.

Waves of change and progress

The political climate impacts the economy and industries globally, and app marketing is no exception.

Looking back, in the U.S., the post-COVID shift in government policies and reduced economic stimulus have led to contractions in sectors that previously thrived, such as crypto and finance, food and grocery delivery, and hypercasual games. These declines have had a ripple effect on the app marketing industry, including us.

As stability seemed within reach, 2024 brought new waves of uncertainty. Leadership changes, driven by wars or elections, added to the challenges faced globally. Yet, despite these headwinds, MobileAction thrived in 2024, driven by a solid strategy and a diverse, inclusive, and unified team. Their unique perspectives and strengths, combined with a clear and focused roadmap, moved us forward even in difficult times.

For 2025, I’m optimistic about the possibilities greater global stability could bring. If conflicts subside, I anticipate increased ad spend, which would benefit both the app marketing industry and the broader economy.

No matter what the future holds, as we move into the next year, we remain committed to supporting our team and customers, guided by a vision of peace and stability. We believe that fostering an inclusive environment and focusing on innovation will keep us strong, no matter the political waves that may come.

2025, we’re ready for you

As we turn the final page on 2024, a year we’ve called “the year of reflection and growth,” I’m struck by the journey we’ve shared. It’s been an incredible year of progress at MobileAction. Looking forward, 2025 stretches out like a broad horizon, ripe with potential and opportunities. At MobileAction, our spirit of innovation is undimmed, and our passion to lead the industry forward is stronger than ever. I’m confident that 2025 will be our biggest year yet, and look forward to sharing our most exciting update with you next week.

Thank you for being a part of this journey again. Your trust and partnership fuel us to dream bigger and reach further. Together, let’s make 2025 a year of success. Here’s to a future that we build together, innovating every step of the way!

To infinite possibilities,
Yekta Ozcomert