Key trends and predictions that will shape mobile app campaigns next year.
As the mobile app industry evolves, marketers are moving away from traditional Cost-Per-Install (CPI) models and embracing more refined, action-based strategies. Cost-Per-Action (CPA) has emerged as a dominant model, focusing on meaningful user actions such as sign-ups, in-app purchases, or subscriptions.
This shift addresses a major limitation of CPI campaigns—while installs are critical, they don’t always translate into long-term user engagement or revenue. CPA models offer advertisers the advantage of paying only for specific, high-va
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