➡️ AppsFlyer is reportedly close to being acquired by a group of private equity investors, led by Apollo Global Management and Israeli fund Fortissimo, at a valuation of about $2 billion

The price is similar to the company’s value in 2020, after it decided not to go public because growth slowed down. AppsFlyer is profitable and recently passed $500 million in yearly revenue, even after laying off some employees

📢 Roblox rolls out new Homepage Ad Format at CES 2026

Roblox has unveiled a premium Homepage Feature ad format at CES 2026, placing CPM-based ads front and center on its main entry point to engage over 150 million daily users

When clicked, the homepage ad transforms brand video into an interactive 3D experience inside Roblox, making advertising more immersive for Gen Z and Gen Alpha audiences

On the buying side the platform is also expanding its programmatic options with partners like Amazon DSP and Liftoff, simplifying access for advertisers

The format is currently in closed beta

🎮 Great opportunity for US mobile marketers — PlayStation is looking for a Growth Media Manager (Mobile) to build its mobile user acquisition capabilities from scratch

Responsibilities 
• Collaborate with our mobile UA & marketing agency to manage campaign planning, tactical executions, and optimizations to ensure campaign success.  
• Drive performance of all UA campaigns across SANs (Meta, Google, ASA), mobile video networks, and programmatic partners/DSPs, with emphasis in optimizing campaigns based on ROAS targets. 
• Lead agency & vendor management, working with our partners to drive performance campaigns, optimize front-funnel creatives, and ultimately drive growth for our mobile apps. 
• Setup and manage our measurement & attribution capabilities (MMP/Appsflyer, Firebase, Meta) and own all calibrations for them, including initial setup, tracking links, and AEO calibrations & testing.   
• Build reporting & analysis, working with cross-functional analytics team, to report on campaign performance and inform our media mix, geo, and budgeting strategies.  
• Partner with our Mobile Games Marketing team to create and scale our mobile creative development & pipeline for static, video, playable, and other formats.  
• Own all operational workstreams for UA, including partner/vendor contracts, invoicing, spend management, and all data/performance reporting.   

Requirements 
• 3+ years of paid media experience for mobile games, particularly in campaign management with all key digital platforms (Google, Meta, ASA, programmatic & DSPs, and mobile ad networks).   
• Experience building mobile UA plans and optimizing campaign executions.   
• Highly analytical and ability to interpret & translate campaign results into action.  
• Experience collaborating with cross-functional and cross-organizational teams.  
• Naturally inquisitive and able to identify challenges (and offer solutions) that others may have overlooked.  
• Understanding and passion for mobile games ecosystem a huge plus.

🍏 There is a chance that Apple will release the second keyword placement for Apple Ads at the end of this month

Some user received a notification about an API update dated January 27, 2026

As the company mentioned before layout will look like this:
1️⃣ Result # 1: Ad
2️⃣ Result # 2: First organic result
3️⃣ Result # 3: Ad
4️⃣ Result # 4: Second organic result

🍏 Apple reports $550B paid to developers since its launch in 2008

The updated total was shared as part of Apple’s annual services review, which outlined broad growth across its digital platforms during 2025

🍏 Apple testing new App Store design for search ads

Some users on iOS 26.3 are noticing that the old blue background around sponsored placment is no longer shown, and the ad looks more like organic

📝 FunnelFox dropped its first-ever global Web2App benchmarks report: State of Web2App 2026

What's inside:
🔴How Web2App adoption is evolving across categories, regions, and app maturity stages
🔴Which markets generate the highest Web2App revenue
🔴How pricing, plan duration, and localization impact conversion, retention, and LTV
🔴Benchmarks for conversion rates, churn, refunds, payment success, and renewals
🔴Where most teams lose revenue — and how leaders recover it with retries and optimization

♾ Meta has announced that advertising on Threads will begin rolling out to all users worldwide starting in the first week of February

Ads on Threads now offers 4:5 aspect ratio, carousel format, and most recently the ability to run Advantage+ catalog and app ads on Threads

📱 Google Play Console has rolled out a “Save for Later” option to separate app changes before review

You can now choose which changes go for review and which ones to hold back for a future release, instead of submitting everything at once

Available now in the Publishing overview section

Before this update, all pending updates were grouped together and sent for review at the same time

➡️ A large global report by Sensor Tower has been released — State of Mobile 2026

The report includes a lot of data and insights on global mobile trends, as well as key categories in gaming and non-gaming

One interesting fact is that last year, for the first time, non-gaming apps earned more revenue than gaming apps

📢 A great opportunity to become part of Glovo’s marketing team for mobile marketers with 3–5 years of experience

The company is currently hiring for the position of Senior Performance Marketing Specialist

More details: https://jobs.glovoapp.com/find-your-ride/job/:slug/8382951002/?gh_jid=8382951002

🧳 Travel Apps Report 2026 by APADMI

Key Findings: 
🟣Performance is Key: Technical issues are a primary reason for app deletion
🟣AI Integration: Over a third of users are open to AI trip assistants for personalized experiences
🟣Transparency: Users demand clear, upfront pricing to build trust and reduce frustration
🟣User Behavior: Most users (over half) have 1-2 travel apps on their phones for booking and managing trips

🍏 App Store Reaches 850 Million Average Weekly Users

Company says 2025 was its strongest year yet for services, highlighting growth, global expansion, and new features across its ecosystem

The App Store alone reached more than 850 million average weekly users worldwide, while developers have earned over $550 billion on the platform since 2008. Apple Pay helped prevent over $1 billion in fraud and generated more than $100 billion in incremental merchant sales, and Apple TV and Apple Music both hit all-time engagement records

🆕 The Qi Ads app promotion advertising platform has released new updates

1. Billing in the self-serve dashboard
Billing can now be managed directly within the Qi Ads interface. This simplifies onboarding and scaling, especially for teams with multiple accounts

2. Inventory expansion
A new traffic source, ironSource, has been added, and Amazon Ads will be available soon. This will improve:
• scaling potential
• cost efficiency
• performance diversification

3. New Profile section
The account profile now makes it convenient to manage:
• account data
• team access (if enabled)
• platform settings and preferences

4. Reporting acceleration (clicks, impressions, installs, events)
Analytical reports have been significantly optimized. All key metrics now load noticeably faster:
• clicks
• impressions
• installs
• events

The updates are already available in the dashboard

➡️ Qi Ads — an ML-based self-service platform for buying mobile in-app and OEM traffic with a focus on performance and outcome-based pricing (CPI / CPA)

🚀1.4 million apps launched in 2025, but only 10% of them actually capture user attention

That is one of the main trend in the Mobile Market Landscape 2026 report by AppMagic

Report includes:
• Global Trends
• Casual
• Midcore
• Hypercasual
• Generative AI
• Entertainment
• Social
• Tools

Other key trends:
🔴The app market keeps growing. Compared to 2024, non-gaming downloads grew by 11.9% and revenue by 19.1%, with growth spread across multiple categories rather than just a few leading segments
🔴Apps are now earning more than games. In September 2025, non-gaming apps overtook games in revenue ($4.8B vs. $4.5B), and the gap continues to widen despite seasonal slowdowns
🔴Generative AI is the biggest breakout. In 2025, GenAI apps saw a 178% increase in downloads and a 273% increase in revenue, marking one of the most significant structural shifts in the market
🔴AI is now mainstream in game creatives. 56 of the top 100 grossing mobile games used AI-generated ad creatives in 2025, making it a new norm for the industry
🔴Games are adopting D2C monetization. While direct IAP growth slowed, revenue from D2C and alternative payment systems grew by 26% YoY across games in the Americas, the top 100 titles upping their D2C earnings by 38%

📝 How to unlock revenue from your non-purchasing users using Google AdMob mediation

The teams from Adapty and Google shared practical strategies for scaling revenue without compromising user experience

📱 Amazon Ads launches open beta of MCP Server for AI-driven workflows

Amazon Ads has introduced an open beta of its MCP Server, enabling AI agents to connect directly with ad workflows and campaign automation. This move signals a deeper integration of generative AI into the ad tech stack.

Mobile marketers should watch how this evolves to impact media buying and optimization