As always, Mobile Apps Unlocked (MAU) was a whirlwind of insights, discussions, and connections. This year, over 3,000 of the top app marketers, developers and growth experts in the field attended MAU. As we reflect on the event, here are some key themes and takeaways from our discussions with clients, prospects, and industry leaders.

Key Themes from MAU 2024

CTV Takes Center Stage

One major theme that came up throughout the week was the rising prominence of Connected TV (CTV). Conversations around CTV were buzzing, and many attendees were eager to learn more about how to leverage this channel to grow their app, product, and sales funnel.

As people shift from linear TV to connected TV streaming, advertisers are recognizing the value of CTV platforms. CTV ad revenue will grow at a CAGR of 10.4% worldwide until 2028. This shows the potential revenue for both brands and game app developers of CTV retargeting.

Introducing YouAppi's CTV Retargeting Product

At YouAppi, we're proud to be at the forefront of CTV innovation with our CTV Retargeting platform, which we released at the start of MAU 2024. With its multi-screen approach, advanced targeting capabilities, and real-time optimization, YouAppi’s CTV Retargeting Platform enables brands to create a cohesive marketing strategy that bridges the gap between mobile and TV screens.

For more information about YouAppi CTV Retargeting, read our blog.

Privacy and Data Security

With new privacy restrictions like Google’s Privacy Sandbox, questions around privacy were top of mind for many attendees.

Google's Privacy Sandbox initiative, introduced to enhance user privacy and protection on Android, brings significant changes to how user data is accessed and utilized. One of the most impactful changes is the deprecation of the Google Advertising ID (GAID), which is currently used for attribution, audience management, and third-party data sharing. This shift will significantly impact how app marketers measure campaign performance and personalize retargeting efforts.

Even before the deprecation of GAID, Apple's App Tracking Transparency (ATT) framework, had profound implications for the iOS ecosystem. This included the implementation of the SKAdNetwork (SKAN) and the deprecation of the Identifier for Advertisers (IDFA). At YouAppi, we recognize the importance of adapting to these shifts and ensuring compliance with privacy standards while still delivering performance. By implementing a multilayered iOS approach that incorporates dual consent, demand side consent, and probabilistic and contextual layers, we have achieved significant success in reaching iOS users while maintaining privacy compliance.

For more information on YouAppi's approach to iOS retargeting and privacy compliance, read our recent blog.

In light of these shifts, data privacy was a key theme that we highlighted at our booth this year. We had important conversations about how marketers can navigate this evolving landscape while still delivering impactful campaigns.

At YouAppi, we commit to providing solutions that achieve our partners' goals and prioritize user privacy and data security.

For more information about how YouAppi has prepared for the deprecation of GAID, read our recent blog.

Adapting to Leaner Teams and Budgets

Another topic discussed was the need to be resourceful in the face of leaner teams and budgets. Many of our marketing partners expressed their need for tools and strategies that could deliver maximum impact with minimal resources to confront shifts in budgets. This included finding ways to work more efficiently, quickly adapt to changes like the deprecation of GAID and prove the value of marketing activities.

From securing adequate resources to adapting to industry changes and demonstrating the impact of their efforts, marketers with leaner teams and budgets face a range of challenges. At YouAppi, we understand the importance of efficiency and effectiveness. We're dedicated to providing solutions that help our partners achieve their goals, no matter the size of their team or budget.

AI Drives App Marketing Evolution

Amidst the buzz of MAU 2024, Artificial Intelligence (AI) in app marketing also emerged as a key theme. Here are some ways marketers discussed AI and campaign performance.

  1. Cookieless Targeting and Lookalike Modeling: With the deprecation of GAID and the decline of cookies, AI will play a crucial role in developing privacy-compliant lookalike models to enable effective targeting and measurement for app marketers. AI can leverage non-user level signals like device type, location, content keywords, etc. to find larger target segments.
  2. Automated Campaign Optimization: AI-powered tools will allow DSPs to automate supply path optimization, ad creative selection, and campaign performance optimization. This will enable more efficient and effective ad campaigns by adapting in real-time to the available parameters.
  3. Generative AI for Content Creation: Generative AI models like ChatGPT automate the creation of ad copy, headlines, and other marketing content. This can help app marketers scale personalized creatives more efficiently.

While AI offers unparalleled opportunities, marketers also discussed the regulations and ethical considerations surrounding the responsible use of AI to foster trust and transparency in the ecosystem.


As we embrace the insights we gained from MAU 2024, it's crucial for app marketers and developers to adapt and innovate in response to these key themes:

  • Explore CTV Opportunities: Consider leveraging CTV retargeting to expand your reach and engage with audiences on emerging platforms.
  • Prioritize Data Privacy: Stay informed about privacy regulations and proactively implement solutions that prioritize user privacy while delivering impactful campaigns.
  • Optimize Efficiency: Embrace AI-powered tools and strategies to optimize campaign performance and maximize resources in the face of evolving challenges. Foster trust and transparency by ethically integrating AI into your marketing strategies, ensuring compliance with regulations and ethical guidelines.
  • Maximize Ad Dollars with Cost Efficient Strategies: Explore strategies like app retargeting to make the most of your advertising budget, effectively reaching and engaging with audiences while confronting leaner budgets.

Thank You to Our Partners

Our events were a success. Over 200 people attended our Cabana Jam, more than 1000 attendees at XS Nightclub, and 100 women at our Women in Leadership event. Thank all our partners who joined us at MAU 2024. We're grateful for the opportunity to connect with longtime colleagues and old friends. We're excited to continue working together to drive success in the ever-evolving world of mobile app marketing.

Ready to Take Your App Marketing to New Heights?

Don't let the insights and connections from MAU 2024 go to waste! Turn your discussions into campaign performance and revenue with app retargeting. Contact our team of retargeting experts to get started.