♾ 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

🇮🇳 Sensor Tower: India’s in-app purchase revenue crosses $1B, heading to $1.25B in 2026

India’s mobile app market is shifting from pure growth to monetization, as in-app purchase revenue surpassed $1 billion in 2025 and is projected to reach $1.25 billion in 2026

Subscriptions are becoming the primary revenue drivers, while non-gaming apps are gaining a larger share of consumer spend

The country still generates around 25B downloads annually, but growth has stabilized, reflecting a maturing ecosystem rather than a slowdown

⏰ 📱Apple sets April 28 deadline for new App Store SDK requirements

Apple announced that starting April 28, 2026, all apps submitted to App Store Connect must be built using SDKs aligned with its latest OS generation, including iOS 26 and corresponding platform SDKs

Developers will also need to use Xcode 26 or newer when submitting updates. The change affects build requirements only - apps can still support older OS versions if developers choose. The goal is to ensure compatibility with new APIs, security standards, and platform capabilities across Apple ecosystems

👀 A post for those looking for inspiration for their mobile ad creatives

✏️ On LinkedIn, someone shared a collection of 24 trending video creative ideas for performance marketing:

Fake podcast ads
Street interviews
Skits
Text overlays
HD UGC
Testimonials
Reaction videos
Over-the-shoulder shots
News-style ads (real or fake)
Outdoor ads
Phone-in-hand format
Motion graphics
Back-and-forth content
iMessage back-and-forth
Challenge content
GRWM (Get Ready With Me)
Car ads
Stitch ads
Fake livestreams
AI voiceovers
B-roll only
Tweet with B-roll
DITL (Day in the Life)
Fails

📉 Liftoff postpones IPO due to AI-driven tech market volatility

Mobile marketing platform Liftoff has delayed its planned U.S. IPO due to unstable market conditions and a broader sell-off in software and ad-tech stocks

Investors are reassessing valuations as generative AI raises concerns about future business models across the tech sector

The company had targeted a valuation of about $5.17B and up to $762M in proceeds before pausing the listing. Despite the delay, Liftoff says it still intends to go public once market conditions improve

📸 Android introduces Embedded Photo Picker for in-app media selection

Google has rolled out a new Embedded Photo Picker API that allows Android apps to let users select photos and videos directly inside the app UI, without switching to a separate system picker screen

This solution maintains privacy by only granting access to the specific media items the user chooses, and extends support to cloud libraries like Google Photos

Developers can integrate this feature via the Jetpack Photo Picker libraries with support for both Jetpack Compose and traditional Views. Early examples, like the implementation in Google Messages, showcase a more seamless and fluid media selection experience within apps.

🔍 Google is now attributing conversions to the install day (not the ad interaction day)

This update should significantly reduce discrepancies with MMPs

🛡️ 🔍Google blocked 1.75M policy-violating apps from Play Store in 2025

Google prevented 1.75 million policy-violating apps from being published and banned more than 80,000 developer accounts in 2025 as part of its Android safety efforts. The company now runs over 10,000 automated checks per app and increasingly relies on AI models to detect malicious behavior before release

Also company blocked 160M fake reviews and identified 27M malware apps distributed outside Google Play