Privacy regulations are the primary industry challenge for 2023, identified by 43% of marketers as their top concern.
See it on page 1273% of marketers report feeling 'in the dark' regarding user data access, while 72% cite rising costs as a significant barrier to performance.
See it on page 16Despite privacy-driven data scarcity, 52% of marketers plan to increase their advertising budgets for the upcoming year.
See it on page 23Nearly 60% of industry professionals maintain a neutral or optimistic outlook, yet almost 50% are failing to meet their aggressive key performance indicators.
See it on page 10Marketers are shifting their strategies toward influencer and organic/viral channels to mitigate the impact of Apple’s App Tracking Transparency and Google’s GAID deprecation.
See it on page 16Only 25% of surveyed professionals believe that recent regulatory changes will provide any benefit to their marketing efforts.
See it on page 28The 2022 App Marketer Survey, conducted with more than 500 industry professionals, evaluates the mobile advertising landscape amid significant privacy‑driven disruptions. Nearly sixty percent of respondents report a neutral or optimistic outlook, yet almost half struggle to meet the more aggressive key performance indicators they have set. Privacy remains the dominant challenge, with 43 % identifying it as the top concern for 2023 and only a quarter believing recent regulatory changes will benefit marketers. Despite these hurdles, 52 % plan to increase advertising spend next year, shifting focus toward influencer and organic/viral channels while still exploring new creative formats to counter the data scarcity created by Apple’s App Tracking Transparency and Google’s GAID deprecation.
The survey highlights that 73 % of marketers feel “in the dark” about user data, and 72 % cite rising costs as a major obstacle. These constraints have prompted a pivot toward campaign analysis and management, with an emphasis on data‑driven strategies that can operate within the new privacy framework. Marketers acknowledge the need for innovative approaches to maintain reach and conversion in a rapidly evolving mobile ecosystem.
Liftoff, a leading mobile growth acceleration platform founded in 2012, offers a comprehensive suite of solutions—including Accelerate, Direct, Influence, Monetize, Intelligence, and Vungle Exchange—to help advertisers, publishers, game developers, and DSPs acquire high‑value users, optimize ad creatives, and monetize in‑app traffic. Serving over 6,600 mobile businesses across 74 countries, Liftoff’s data‑driven tools support programmatic reach to engaged users and guide development strategy with game analytics, positioning it as a key partner for navigating the challenges identified in the survey.
