Adjust’s leaders predict how AI and ML, alternative app stores, cross-border acquisitions, and tightened privacy regulations shape the evolving mobile
marketing landscape in 2025
At the same time, alternative app distribution channels will gain traction and privacy regulations will be tighter than ever. Marketers adjust their strategies to these technological advancements, regulatory changes and consumer behaviors to succeed in 2025 and beyond.AI and ML are expected to mature further in 2025, enabling marketers to deliver enhanced user experiences, improved functionality and stronger security features.
Kazakov mentions, “These new channels will allow brands to bypass traditional app stores, opening up fresh opportunities to drive revenue. The ability to sell directly to users via these new stores will be a game-changer for many companies.”Kazakov predicts that larger US-based companies will acquire regional apps in Europe, creating a wave of consolidation in 2025. “As the growth of US firms in certain markets starts to plateau, they will turn to acquisitions to fuel growth,” he said.
In 2025, data privacy regulations will be more complex and demanding. New Regulations like the European Digital Markets Act will require marketers to adopt new approaches to data storage and sharing with ad networks. Lukomsky anticipates that there will be an increase in the adoption of multiple measurement frameworks to guide marketing decisions, making it an ideal time to explore what predictive and incremental solutions have to offer.
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