Adjust/Zoomd: Despite iOS privacy updates, Meta still tops user acquisition channels
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Despite Apple’s privacy updates last year, Meta is still a top channel for user acquisition, according to a report by mobile experts Adjust and Zoomd Technologies.
The report also found that budgets for user acquisition (UA) — the advertising that mobile game and app companies do to find paying users — are rising. It also found video and display ads are dominant, and marketers are relying on influencers for user acquisition too.
The State of User Acquisition 2022 research showed how dominant Meta’s platforms are for user acquisition managers. That’s so even though Meta’s stock declined in early 2022, driven by the company’s disappointing user growth on Facebook in the fourth quarter and lower than expected revenue for Q1 2022. Meta largely attributed the slowdown to Apple’s iOS 14.5 privacy changes and the App Tracking Transparency framework, saying it would cost the company $10 billion in lost revenues in 2022.
In spite of the angst around user acquisition, mobile games accounted for $93 billion in sales in 2021, more than half of the total $180 billion game business, according to market researcher Newzoo.
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Despite these headwinds, the results of a survey conducted jointly by mobile user acquisition platform Zoomd and mobile marketing analytics platform Adjust show that user acquisition (UA) managers globally are still spending their budgets
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