App User Acquisition Ecosystem Market Map

Your trusted partner in navigating the leading networks, platforms, tools, and service providers in the UA space.

The App User Acquisition Ecosystem 2024 market map is designed to guide app developers, marketers, and businesses through the dynamic and ever-evolving landscape of platforms, networks, tools, and services that power user acquisition and drive mobile app growth.

Whether you’re aiming to scale installs, optimize marketing campaigns, or track performance across multiple channels, this comprehensive map covers all the key platforms, networks, and technologies you need to succeed.

From app store marketing, analytics, retargeting, and the major ad networks and exchanges to MMPs, DSPs, CTV and the top agencies in the field, this map is your go-to resource for driving app growth in an increasingly competitive market.

Find your next partner to scale UA or explore the companies shaping the future of user acquisition and app growth — this map has your back.

Mobile Measurement Partners (MMPs)

A mobile measurement partner, or MMP for short, is the analytical wizard of the app world. Essentially, it’s a third-party attribution company that helps app marketers figure out how well their campaigns are doing across different advertising marketing channels, media sources, and ad networks.

MMPs are critical for tracking and attributing mobile app installs and user actions across various advertising platforms. They offer data to help identify the sources of app installs, user engagement, and in-app purchases, enabling app marketers to measure their return on investment (ROI) effectively.

Incentivized Advertising Networks

Incentivized advertising networks provide a powerful way to drive app engagement by rewarding users for specific actions, such as installs or in-app purchases.

These networks help brands create tailored ads that effectively resonate with their target audience through precise targeting and advanced bidding strategies. Users who interact with incentivized ads are more likely to make in-app purchases and stay engaged longer.

Retargeting

Retargeting focuses on reconnecting with users who have shown interest in an app but haven’t yet completed the desired action. By delivering personalized ads that remind them of the app and/or offer attractive incentives, retargeting platforms help draw users back and encourage conversions.

Retargeting users not only boosts engagement but also enhances user lifetime value (LTV) and improves retention rates, driving long-term growth for apps.

AI

AI-powered platforms leverage machine learning to optimize user acquisition campaigns. These solutions analyze large datasets to identify patterns and opportunities, enabling app marketers to automate bidding, targeting, and creative decisions. AI helps increase campaign efficiency, reduce costs, and deliver highly targeted ads to the right audience at the right time.

Connected TV (CTV)

Connected TV (CTV) refers to delivering app ads through streaming services on devices like smart TVs. As more users shift to streaming over traditional TV, CTV offers app marketers the opportunity to reach audiences in a premium video environment. CTV advertising enables precise targeting and provides a high-impact format for promoting apps to users on large screens.

Ad Networks and Exchanges

Ad networks and exchanges act as crucial intermediaries between advertisers and publishers, streamlining the process of buying and selling ad space. Ad networks aggregate inventory from numerous publishers, offering advertisers access to a wide range of apps and digital platforms, enabling them to reach diverse audiences.

Meanwhile, ad exchanges offer real-time bidding environments, where advertisers can bid on impressions as they become available, allowing for more efficient and targeted ad placements. Together, these platforms offer advertisers both broad reach and precise targeting, maximizing ad performance and driving better campaign results.

App Store Marketing

App Store Marketing focuses on enhancing an app’s visibility and conversion rates within major app stores, such as the Apple App Store and Google Play.

This involves strategies like App Store Optimization (ASO), which improves search rankings through keyword optimization, metadata enhancements, and visual updates. It also includes paid search ads and other promotional techniques to drive higher organic downloads and improve overall app performance.

By boosting discoverability and engagement, App Store Marketing plays a crucial role in an app’s growth and success.

Demand-Side Platforms (DSPs)

Demand-side platforms (DSPs) let advertisers buy mobile ads automatically, connecting them to different ad networks and exchanges. These platforms help marketers manage, optimize, and scale their ad campaigns across multiple channels. With real-time bidding, advanced targeting, and analytics tools, DSPs make it easier for advertisers to boost their app user acquisition efforts.

Platforms

Platforms are the powerhouse digital ecosystems where app marketers launch campaigns to connect with their target audiences. From social media giants to search engines, these platforms offer massive reach and highly sophisticated targeting tools. Their ability to engage vast user bases, combined with advanced tracking features, makes them the go-to choice for driving user acquisition and maximizing app growth.

OEM (Original Equipment Manufacturer) Distribution

OEM (Original Equipment Manufacturer) Distribution involves strategic partnerships with mobile device manufacturers, enabling app marketers to pre-install apps or feature them in device-specific app stores. This approach boosts app visibility by giving apps direct exposure to users on select devices, particularly in regions where certain smartphone brands dominate the market.

OEM distribution is an effective method for reaching targeted audiences at scale, offering app marketers a unique advantage in driving installs and expanding their user base in key markets.

Agencies

Agencies are specialized firms that help app developers and marketers manage their user acquisition campaigns. These agencies provide expertise in areas such as media buying, creative development, ASO, and analytics. They work as external partners to help brands scale their app marketing efforts, optimize performance, and achieve specific growth goals.

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