Marketers tend to view mobile as a monolithic structure, an environment in which platforms, channels and apps represent the variables in play. However, there is another factor for which advertisers must account — operating systems.

While iOS and Android overlap, they are distinct channels and within them are opportunities to reach audiences in specific ways.

With that in mind, fine-tuning and configuring campaigns to better match the nuances and audience opportunities of iOS versus Android unlocks a range of competitive advantages. This tactical guide highlights the differences and surprising similarities between the two operating systems and how marketers can lean into those factors for successful in-app campaigns. Download it to learn more about:

Targeting across system-exclusive apps and groupings
The different privacy tools and regulations impacting mobile campaigns
Global app usage between operating systems and regions