Mobile App Market in 2025: Predictions and Insights from Adjust

Mobile marketing is constantly evolving to adapt to new rules. To ensure effective advertising, it’s crucial to take these changes into account and adjust strategies accordingly.

Today, we’re examining the key trends in the mobile app market for 2025, according to Adjust, which will be useful for both publishers and advertisers.

AI and Machine Learning Reach a New Level

AI and machine learning (ML) are no longer just trends – they are now essential tools in mobile marketing. Their development enables more accurate insights and faster, more effective decision-making.

While 2024 was a year for testing AI, 2025 will be about scaling these technologies. Marketers and developers will actively use AI models for precise forecasting and increasing ROI.

How AI Works in BYYD

Our platform, BYYD, uses AI for precise targeting. The ecosystem includes a Data Management Platform (DMP) that collects anonymized user data.

This allows us to launch retargeting campaigns by tracking Device IDs of users who have seen or interacted with the ads.

Additionally, we support the integration of third-party data, expanding personalization capabilities and improving advertising effectiveness.

Privacy and New Targeting Methods

With increasing privacy requirements, marketers must adapt their strategies to comply with regional laws.

For example, the EU’s Digital Markets Act (DMA) introduces new rules for advertising networks, changing how data is collected, stored, and shared.

For advertisers, this means traditional targeting methods in the mobile app market may become less effective.

In 2025, brands will need to rely on predictive models and multi-framework solutions to maintain the accuracy of audience segments.

Some companies are already adjusting to this new reality. According to eMarketer, McDonald’s is expanding its use of first-party data through its loyalty program, while The New York Times leverages its subscriber base and AI algorithms.

To build audiences and run ads on mobile devices, we at BYYD use both first-party and third-party data.

You can learn more about our targeting capabilities here.

Brands Need New Analytics Methods

As privacy requirements increase, measuring advertising effectiveness has become more challenging. Limited access to user data reduces the accuracy of traditional evaluation methods.

In 2025, brands will need to explore new approaches, including machine learning, to understand which advertising strategies are working. This year will be a time for testing and implementing such solutions.

Companies that adapt early will be better equipped to manage budgets and analyze results more accurately in the new environment.

Growth of Alternative App Stores

In 2024, the Digital Markets Act (DMA) came into effect, relaxing restrictions on major platforms and giving brands and developers more freedom.

As a result, alternative app stores and web stores began to emerge, opening up new monetization opportunities.

In 2025, these channels will continue to grow. Brands can now distribute apps directly, bypassing traditional stores and their commissions.

For advertisers, this opens up new opportunities to expand their reach.

Users now install apps not only from traditional app stores but also through alternative platforms. Therefore, it’s important to consider their behavior and adjust your promotional strategy accordingly.

Our platform is already adapting to these changes.

We place ads in apps across Huawei AppGallery, App Store, and Google Play, covering diverse audiences and ecosystems.

In our app store guide, we go into detail about the key differences between platforms for ad placement. Check it out to build a strategy for effective promotion.

Mergers and Acquisitions Will Drive App Growth

Large companies will continue acquiring local apps to enter new markets and attract local users. Brands will maintain their uniqueness but become part of global conglomerates.

In 2025, this trend will be a key driver of growth in the mobile app market. Companies that have reached their market saturation will increasingly invest in apps with loyal user bases.

Moreover, mergers will speed up international expansion and the integration of AI, allowing companies to analyze users more effectively and personalize their marketing strategies.

According to the State of Mobile 2025 report, 80% of downloads and spending already come from countries where the app was not originally created, confirming the growth of local services.

Conclusion

According to Adjust, the mobile app market in 2025 will develop in four key directions:

• AI will become an integral part of marketing, improving analytics accuracy, personalization, and ROI.
• Cookie restrictions will drive brands to explore new ways of effective targeting.
• Alternative app stores will continue to reduce dependence on traditional platforms and expand monetization opportunities.
• Mergers and acquisitions will accelerate companies’ entry into new markets, helping them attract local audiences.

We take these trends into account and offer advertisers effective in-app solutions:

• Precise mobile targeting
• Access to a broad audience
• A variety of ad formats

Ready to test in-app advertising? Check out our case studies and reach out to us via email – we’ll answer all your questions.

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For consultations and partnership inquiries:

• Submit a request on our website 
• Email us at hello@byyd.me