It’s been a year of remarkable change in the mobile app marketing industry. As we usher in 2024, the pace of transformation shows no signs of slowing down. For brands to succeed in the new year, it's essential to understand the trends that will influence consumer behavior as well as the rising need for robust re-engagement and retargeting strategies to solidify a customer base. In this rapidly evolving landscape, staying ahead of the curve is not an option; it's a necessity. Here are the top mobile app marketing trends that will shape the ecosystem in 2024 and beyond.

Data Privacy Regulations Will Continue to Drive Change

With the introduction of stricter data privacy regulations like Apple's SKAN and Google’s looming Privacy Sandbox, the mobile marketing ecosystem continues to shift towards a less deterministic data landscape. In 2024, it will be important for marketers to work with partners that have the technology and expertise to scale and optimize campaigns with probabilistic data. Forming strategic partnerships with tech-driven platforms that are investing in product and R&D efforts to ensure programmatic efficiency will be vital for app developers in a world where data signals are scarcer. Overall, striking the right balance between personalization and privacy will become paramount to building consumer trust.

Inline with tightening data regulations, YouAppi’s DSP uses a blend of machine learning, contextual signals and probabilistic modeling to build hyper-targeted iOS retargeting campaigns. Also within Affle Group, Jampp continues to be a leader for Programmatic User Acquisition campaigns on SKAN. This campaigns effectively leverage contextual signals to drive efficiency while complying with Apple’s privacy restrictions.

The Expanding Role of AI in App Marketing

Artificial Intelligence (AI) is no longer a buzzword but a practical tool for app marketers. In 2024, AI’s role in app marketing and development will continue to expand. AI will play a pivotal role in optimizing campaigns, enabling personalized content delivery, and scaling custom creative rendition. Overall, AI will make it easier to reach the right user at the right time with highly personalized messaging. This will ultimately enhance the user experience and engagement, and drive ROI.

To meet the needs of app developers and marketers as AI’s influence continues to expand across business sectors. AtAffle, we recently filed 15 patents in India to fortify our stronghold in ethical usage of AI-powered conversion-driven marketing. These patents encompass a range of advanced applications of AI. This includes automated AI agents, personalization and recommendation; also, predictive analysis, privacy management, enhanced fraud detection, and security. By filing these patents, Affle will elevate AI-driven intelligence-based consumer experiences, fueling innovation across mobile-based interactions as well as across a spectrum of connected devices.

CTV Channels Will Dominate

With their unparalleled convenience, flexibility and access to a wide range of on-demand content, Connected TV (CTV) platforms will continue to rise in 2024. In 2023, consumers’ total hours spent watching connected devices spiked 20% year-over-year. Currently, 81% of households with WiFi now stream programming via CTV channels. These trends point to the rising significance of CTV in 2024. Additionally, with “cord-cutters” on the rise, CTV is maturing into a channel with greater transparency and measurability. Today, most leading MMPs provide cross-device attribution, enabling programmatic and retargeting-based businesses to benefit from CTV. To unlock the full potential of CTV channels, publishers should look to expand the transaction of their inventory via open auctions versus private marketplace (PMP) deals. This will attract newer segments of advertisers who are looking for performance and ROAS optimization.

The Continued Rise of Omnichannel Marketing and Digital Out of Home Channels

In 2024, there will also be an expansion of omnichannel user acquisition and retargeting. Advertisers will be able to track and target customers across mobile, CTV and other emerging channels like digital out-of-home (DOOH). Think of the dynamic digital billboards you encounter in malls or on city streets. These are becoming programmatically accessible, offering unique opportunities for app marketers. With a projected market volume of $23.7 billion by 2028, digital OoH channels are expected to grow by 6.20% over the next five years.

In 2024 and beyond, marketers will be able to leverage location-based targeting and programmatic technology to serve retargeted ads to users on DOOH displays. A customer might pass a brand’s ad on a digital billboard and then receive a targeted ad on their mobile device later showing a promotion for the same brand. The ability to bridge this proximity-based targeting with mobile campaigns will continue to become increasingly available.


Jampp CTV enables app marketers to amplify their reach across the fast-growing CTV channel by delivering targeted campaigns on high impact mediums like CTV and measuring their impact on mobile metrics like CPA and ROAS. To leverage real-time data and cross-device targeting to acquire new users across CTV and mobile channels, learn more about Jampp CTV

Continued Consolidation in the AdTech Ecosystem

Throughout the pandemic, consolidation became one of the top mobile app marketing trends that shaped the ecosystem. This trend shows no signs of slowing down in the coming year. Companies with robust cash flows and solid financial fundamentals of profitability are better positioned to weather global economic trends. Companies will seek to forge successful partnerships that complement their offerings and solidify their positions in an increasingly competitive landscape. This will accelerate the rate of acquisitions and consolidation in the coming year.

The Move Towards a Fairer Ecosystem

With major legal battles between mobile game developer, Epic, and tech giants Google and Apple, 2024 should see continued court appeals influencing the app ecosystem. While these lawsuits will likely drag on in 2024 and beyond, their overall influence will lead to a fairer distribution of revenue between app developers and app stores. In the long-term, app developers stand to benefit from a more democratic setup where they can choose different payment gateways and reduce reliance on App Store billing. This shift will drive increased profitability, industry growth and, ultimately, greater equity in the ecosystem.

Advice for 2024: A More Focused Approach to Channel Selection

What’s one thing app marketers should leave behind in 2023? The tendency to work with too many channels. Rather than trying to work with every available channel and then discarding underperformers, marketers should take a more selective approach. This includes pre-evaluating potential partners based on platform capabilities and credentials, team expertise and support, and long-term viability. This shift will allow marketers to allocate their budgets more effectively and give each channel a better chance to succeed.

Unlocking Mobile App Success in the New Year

As we step into 2024, the mobile app marketing landscape is — once again — poised for transformation. Data privacy regulations, the expanding role of AI, CTV are trends that will define our industry. By staying ahead and adapting to these mobile app marketing trends, brands can position themselves for long-term success in the ever-evolving mobile landscape. Platforms within Affle Group will continue to innovate and drive greater ROI for global app marketers through our continued technology innovations and early and responsible adoption of Gen AI. With consistent investment in R&D, our teams have laid the groundwork for sustained growth and revenue for our customers. Here's to a successful and innovative 2024!