Apple’s App Tracking Transparency (ATT) framework has negatively impacted 64% of user acquisition campaigns, leading to increased costs for 72% of marketers and complicating decision-making for 73%.
See it on page 16Nearly 60% of marketing professionals report facing more aggressive KPIs than in previous years, yet approximately half are currently struggling to meet these targets.
See it on page 10To combat data scarcity, 52% of marketers plan to increase their 2023 advertising budgets while diversifying into influencer marketing and organic social media.
See it on page 29Marketers are shifting strategies away from traditional tracking by reallocating budgets toward Android and prioritizing alternative, less trackable channels.
See it on page 11Industry professionals are currently navigating significant knowledge gaps regarding upcoming privacy changes, specifically the deprecation of Google Advertising ID and the implementation of SKAN 4.
See it on page 20Businesses across 74 countries are increasingly adopting creator-led campaigns and advanced data analytics to offset the loss of granular tracking and maintain revenue growth.
See it on page 30The global app marketing landscape is currently defined by a paradox of rising performance expectations and diminishing data visibility. While nearly 60% of marketing professionals face more aggressive key performance indicators than in previous years, approximately half are struggling to meet these targets. This friction is primarily driven by the implementation of Apple’s App Tracking Transparency framework, which has negatively impacted 64% of user acquisition campaigns. The resulting data scarcity has complicated decision-making for 73% of marketers and led to increased costs for 72% of respondents, forcing a heavy daily focus on manual campaign analysis to compensate for the loss of granular tracking.
In response to these privacy-centric shifts, the industry is undergoing a strategic pivot toward diversification and alternative platforms. Marketers are increasingly reallocating budgets toward Android and exploring less trackable channels, with over half of professionals prioritizing influencer marketing and organic social media. Despite the challenges posed by rising costs and low familiarity with upcoming privacy updates like SKAN 4 and the deprecation of Google Advertising ID, the outlook for the sector remains growth-oriented. Fifty-two percent of marketers intend to increase their advertising spend in 2023, focusing on expanding their network of partners to navigate the post-ATT environment.
This transition is supported by a global infrastructure of programmatic user acquisition and monetization tools designed to scale revenue across sectors such as gaming, finance, and e-commerce. By leveraging creator-led campaigns and advanced game data analytics, businesses across 74 countries are attempting to offset the limitations of the current privacy era. The overarching trend indicates that while privacy regulations have fundamentally disrupted traditional acquisition models, the industry is responding through increased investment and a broader, multi-channel approach to mobile growth.
