Adikteev

Another GDC post — and even as someone who’s not a hardcore gamer, I had a blast this year. Great energy and even better conversations. Between our packed happy hour with #upptic and #adjust #poolday.ai, dinner with friends from #saatchi and #singular, and our sponsored Women in Games brunch with , #Craftsman+, and Singular — it was a full (and super fun) week.

"CTV is only valuable if it can be measured with absolute precision." That’s a delusion. The shift from traditional TV to CTV was supposed to bring perfect measurement-total precision and absolute attribution. But CTV isn’t mobile. It doesn’t operate on a 1:1, click-based model because that’s not how people watch TV. Instead, CTV blends TV’s brand-building power with digital’s agility. And let’s be real, consistent measurement frameworks alone aren’t enough. Standardization will certainly help, but CTV’s true potential lies in a multichannel strategy (connecting it with other channels for wider reach and deeper engagement). So, instead of treating CTV in isolation, advertisers should see it as part of the full user journey-from brand awareness to app install, and ultimately, the desired action. PS: The timing couldn't be better ?? → Pay TV is shrinking, with more ad dollars shifting toward CTV. → Non-pay TV households are projected to surpass 73 million in 2025, confirming that streaming is becoming the dominant way people consume content. → 40% apps generate higher ARPPU from CTV-to-mobile vs. mobile-only?

?? QSR apps ??? Don’t let your potential on iOS go cold ?? With the right retargeting strategy, you can re-engage lapsed users and drastically improve your in-app revenue even on iOS. Top QSR and food delivery apps have seen 200% ROAS and beat CPA goals by 126%! It’s not too good to be true; it’s just data-driven success. ?? Check out the full breakdown here: https://bit.ly/3FqpQuu ?#MobileMarketing #AppRetargeting #AppGrowth

?? New York, here we come! Adikteev is excited to attend App Growth Summit? NYC on March 6! Join Alexandra Ivacheff and Eric L. for insights on how we help apps boost retention and re-engagement at scale. Let’s connect and talk app growth strategies—will you be there? #AppGrowthSummit #AGSNYC #AppMarketing #AppRetargeting #AppGrowth

?? Why should marketers consider probabilistic retargeting on iOS? ?? ?? Our CPO, Lo?c A., outlined the situation in our latest webinar. The good news? ?? Increasing opt-in rates lead to better outcomes for deterministic retargeting! The bad news? ?? Scale is still limited. By applying insights from consented users to the broader ad inventory, marketers can identify existing app users, even within anonymous iOS environments, and reactivate them effectively. A common use case? Bringing back lapsed payers in mobile games. With deterministic retargeting, you gain incremental reach. Add that to probabilistic retargeting, and you unlock more audiences at scale. ?? ?? Want to learn more? ?? Watch our webinar to find out what else Lo?c, Nicoline Str?m-Jensen from Adjust and Warren Woodward from Upptic had to say about the best strategies for iOS in 2025! ?? https://bit.ly/4bwALik

It's time for full-throttle iOS growth ???? Join us today at 5pm CET as we reveal when to go full steam ahead with channel-specific iOS strategies and what the new “business as usual” really looks like. Ready to fuel your app growth on iOS? ?? When: February 26, 5pm CET / 8 am PST? ??? Reserve your spot: https://bit.ly/3X6wDj5 ??? Speakers: Nicoline Str?m-Jensen, Head of Program Management at Adjust Warren Woodward, Chief Growth Officer at Upptic Lo?c A., Chief Product Officer at Adikteev #MobileGrowth #GrowthMarketing #AppRetargeting #PerformanceMarketing #AppMarketing

?? Adikteev is heading to App Growth Summit? NYC! Catch Alexandra Ivacheff and Eric L. in New York on March 6 to learn how Adikteev drives retention and re-engagement at scale. Will we see you there? ?? #AppGrowthSummit #AGSNYC #AppMarketing #AppRetargeting #AppGrowth

Think opt-ins are the iOS challenge? ??Think again. ?? In reality, opt-ins are higher than you think. It’s time to shift focus to building a 360° strategy that mixes deterministic and probabilistic retargeting. This way, you can keep your growth on track, even when the data’s playing hard to get. Curious how to make this happen? Join our webinar with Adjust and Upptic! ?? When: February 26, 5pm CET / 8 am PST? ??? Reserve your spot: https://bit.ly/3X6wDj5 ??? Our panelists: Nicoline Str?m-Jensen from Adjust Warren Woodward from Upptic Lo?c A. from Adikteev #appgrowth #appretargeting #privacycompliance #userretention

Changes to iOS marketing have made for a long and draining journey. ?? After so much time, it can feel like there’s no clear way forward. But here’s the thing—progress isn’t impossible. One of the key breakthroughs to unlocking iOS growth is syncing teams and breaking down silos. When UA, engineering, and data science work together, that’s when real, measurable progress happens. Ready to see how it’s done? ?? When: February 26, 8 am PST? ??? Reserve your spot: https://bit.ly/3X6wDj5 ??? Our panelists: Nicoline Str?m-Jensen, Head of Program Management at Adjust Warren Woodward, Chief Growth Officer at Upptic Lo?c A., Chief Product Officer at Adikteev

??With gaming iOS opt-in at 39% for gaming apps [Adjust], it’s clear that privacy regulations aren’t as limiting as many think – but achieving real ROI still requires tackling key structural challenges. Our webinar with Upptic and Adjust shows you how breaking down silos between your marketing, UA, and growth teams can unlock iOS success in 2025.? ?? When: February 26, 8 am PST?/ 5 pm CET ??? Reserve your spot ?? https://bit.ly/3X6wDj5 ??? Our speakers: Nicoline Str?m-Jensen, Head of Program Management at Adjust Warren Woodward, Chief Growth Officer at Upptic Lo?c A., Chief Product Officer at Adikteev Moderator: Margot Miller, Head of Content at Adikteev