Adjust, a measurement and analytics company, has outlined key trends set to shape mobile marketing in 2025. These include advancements in artificial intelligence (AI) and machine learning (ML), the rise of alternative app stores, increasing cross-border acquisitions, and stricter privacy regulations.
“2024 was about proving the potential of these models; 2025 will be about scaling them,” Andrey Kazakov, CEO of Adjust, said in a statement. “Developers and marketers will start to trust and leverage these models at a much higher level, achieving better precision and returns on their investment.”
While AI, particularly generative AI (GenAI), revolutionized creativity and engagement last year, Adjust predicts a shift in focus for 2025.
“By adopting ML models that use alternative data points to share insights about user engagement and conversion, brands can effectively understand and predict user behavior in privacy-compliant ways,” said Egor Lukomsky, CTO of Adjust.
Asia Pacific (Apac), which accounts for nearly half of global organic gaming app installs, remains a focal point for mobile marketing. Consumers in the region are increasingly open to direct-to-consumer (D2C) options, particularly on super apps and alternative platforms. Kazakov believes this shift could redefine revenue strategies.
Cross-border acquisitions
“These new channels will allow brands to bypass traditional app stores, opening up fresh opportunities to drive revenue,” he said.
Cross-border acquisitions are also expected to increase in 2025. Larger companies in the United States are likely to acquire regional apps, especially in fragmented markets like Apac.
“By acquiring regional apps with strong local user bases, these companies can gain access to new markets, data, and customer insights, all while continuing to operate under the acquired app’s brand,” Kazakov said.
“Countries in the APAC region spend significant time within apps, offering businesses a prime opportunity to engage with customers in meaningful ways,” said April Tayson, regional VP for Adjust’s INSEAU. “This trend is expected to grow in the coming years and will continue to shape the mobile marketing space.”
Data privacy
Privacy regulations, however, remain a challenge. Apac consumers are increasingly concerned about data collection, with 7 in 10 expressing apprehension. These concerns are particularly evident in countries like the Philippines (86%) and Singapore (81%).
Lukomsky anticipates a shift in marketing strategies due to stricter regulations, such as Europe’s Digital Markets Act (DMA).
“There will be an increase in the adoption of multiple measurement frameworks to guide marketing decisions, making it an ideal time to explore what predictive and incremental solutions have to offer,” he said.
As the mobile marketing landscape continues to evolve, Adjust said businesses must adapt to technological advancements, regulatory changes, and shifting consumer behaviors. With Apac driving innovation and growth, 2025 is set to be a pivotal year for the industry.