Privacy regulations are the primary industry obstacle, with 64% of marketers reporting negative impacts from Apple’s App Tracking Transparency (ATT) rollout.
See it on page 16Data loss resulting from privacy changes has left 73% of marketers feeling uninformed, while 72% report increased costs for user acquisition.
See it on page 16Despite a mixed industry outlook, 59% of marketers have increased their 2022 performance targets, though 48% are currently struggling to meet these goals.
See it on page 10Marketers are shifting budgets toward less trackable channels, with 68% prioritizing organic or viral growth and 57% increasing investment in influencer marketing.
See it on page 25A significant knowledge gap persists regarding future privacy shifts, as 70% of marketers feel unprepared for Google’s GAID deprecation and only 47% are familiar with SKAdNetwork 4.
See it on page 20Over 50% of mobile marketers plan to increase their advertising spend in 2023, signaling a continued commitment to growth despite ongoing market challenges.
See it on page 23The survey of more than five hundred mobile marketers worldwide in 2022 reveals a mixed outlook for the industry. Roughly sixty percent of respondents view the past year positively, while forty percent see it as a decline; non‑gaming marketers are notably more optimistic. Despite this, 59 % of participants have set higher key performance indicators than in 2021, yet nearly half (48 %) report difficulty meeting those targets. Over half of the cohort plans to increase advertising spend in 2023, reflecting a continued belief that growth is achievable despite challenges.
Privacy regulations remain the dominant obstacle. Apple’s App Tracking Transparency (ATT) rollout has disrupted user‑acquisition campaigns, with 64 % of marketers reporting a negative impact and only 12 % noting benefits. Data loss has left 73 % feeling “left in the dark,” while costs have risen for 72 %. In response, marketers are reallocating budgets toward less trackable channels such as organic/viral (68 %) and influencer marketing (57 %). However, 70 % feel unprepared for Google’s forthcoming GAID deprecation and only 47 % are familiar with SKAdNetwork 4, indicating a significant knowledge gap that could spur innovation in alternative acquisition tactics.
Liftoff’s mobile growth acceleration platform, serving 6,600 businesses across 74 countries in gaming, social, finance, e‑commerce, and entertainment sectors, offers a comprehensive suite of solutions—Accelerate, Direct, Influence, Monetize, Intelligence, and Vungle Exchange—to help clients acquire high‑value users, access premium inventory, run creator campaigns, optimize in‑app ads, and leverage data analytics. These services aim to drive revenue growth and app engagement for a diverse global client base, positioning Liftoff as a key partner amid the evolving privacy landscape.
