Agencies weigh positives and negatives to 2024 spending in an uncertain economy

Traditionally, mobile app marketers keep strategies and budgets to themselves to avoid competitors learning their secrets to success. However, this makes it difficult for marketers to benchmark the approaches used on one app against another. To shed some light on the scenario, Moloco partnered with Ipsos, surveying 1,675 global marketing managers about trends and challenges in the coming year. One key finding: Advanced machine learning is the number-one factor in vetting mobile app performance marketing solutions. With more marketers accountable for business impact and ROAS, shifting from traditional brand marketing to performance-driven approaches with mobile app marketing, for example, is gaining importance.