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14.10.2025

Key traffic channels in mobile eCommerce 2025: Why OEM is rising

As a brand operating in mobile commerce, we recognize that in 2025, mastering traffic acquisition channels is not just about volume, it’s about precision, diversification, and leveraging new frontiers. Below is our expert-driven perspective, grounded in industry data, on which channels are working in mobile eCommerce today and why OEM advertising is emerging as a strategic pillar. The mobile commerce imperative Smartphones now drive the majority of online retail activity: mobile commerce is projected to account for 59% of total e-commerce sales in 2025. Mobile traffic as a share of website sessions already exceeds 60%, and for eCommerce, mobile can reach over 70%. In other words, mobile is not the “channel of the future” it is the channel of right now. As a mobile-first brand, we focus on traffic channels that not only bring users but bring the right users, those who convert, retain, and deliver lifetime value. In 2025, that means optimizing across a multi-channel portfolio: search, social commerce, marketplaces, app engagement, affiliate/partner traffic and increasingly, OEM advertising. What channels are performing in 2025? Some metrics are striking: OEM stores are projected to represent 25% of global app downloads in 2025, and in certain regions like Eastern Europe and MENA, OEM marketplaces may reach 40%. Brands are increasingly exploring OEM as part of their UA mix not to replace existing channels but to diversify and hedge risk. OEM advertising also presents benefits in privacy alignment, lower friction, and access to users less saturated with standard network ads. Climax: Why OEM matters and when It beats the usual suspects The tension in 2025 is this: traditional channels (search, social, marketplace) are saturated, bidding costs are inflating, and performance ceilings are emerging. In that environment, OEM advertising offers an alternate frontier. It’s not a silver bullet, but it has unique advantages: But to succeed, brands must calibrate: When done right, OEM advertising can shift from “experimental” to “core channel” status in high-growth mobile commerce stacks. Resolution: A balanced, future-forward traffic strategy In 2025, mobile eCommerce traffic is no longer won by chasing scale alone. It’s about building a balanced acquisition ecosystem that combines proven channels with emerging ones. Search, social commerce, marketplaces, app engagement, and partnerships remain essential but as competition intensifies, brands must adopt OEM advertising as a strategic pillar to diversify, optimize, and sustain growth. As we continue scaling and refining our traffic mix, OEM channels will not be an afterthought they will be a foundational element in future-proof mobile commerce strategies.

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10.10.2025

Digital ad spending is surging – retail media leads the charge in 2025

Nowadays global digital advertising is on track to cross $750 billion, and nowhere is the growth more pronounced than in retail media, which is expected to claim more than one-fifth of all digital ad spend. As brands shift to performance-driven channels, retail media is reshaping the ad ecosystem worldwide. Digital advertising is continuing its steady ascent. Forecasts suggest that in 2025, digital ad spending will exceed $750 billion, accounting for over 75% of total media ad spending. The shift toward digital is no longer incremental; it’s now foundational to marketing strategies across industries. At the center of this growth is retail media, where advertisers are increasingly allocating budgets inside retailer-owned channels. According to eMarketer, global retail media ad spending is projected at $169 billion in 2025, up 15.6 % year-over-year. More conservatively, some forecasts pin 2025 retail media spend closer to $165.9 billion, driven by continued double-digit growth. Retail media’s growth is not just about raw numbers, its share of total digital ad budgets is expanding. eMarketer expects retail media will represent 21.9% of all digital ad spending in 2025.  Retail media is evolving rapidly. One notable trend is the rapid expansion of off-site retail media, which eMarketer forecasts will grow 42.1% in 2025, nearly three times faster than on-site spend. Connected TV (CTV) retail media is also gaining traction: eMarketer expects a 43.1% increase in retail CTV spending in 2025. In the U.S., retail media ad spend is expected to exceed $62 billion, adding over $10 billion from the prior year.  Retail media’s expansion is heavily driven by structural advantages: access to first-party shopper data, closed-loop attribution, and inherent proximity to purchase behavior. As a result, advertisers see retail media as one of the fastest-growing and more measurable channels available.  Yet, this rising tide is not without complexity. Growth rates for retail media are beginning to decelerate. eMarketer’s Retail Media Forecast Update H1 2025 warns of slowing year-over-year gains, even as retail media’s slice of the digital pie grows. Fragmentation is also a persistent challenge: each retailer often operates its own systems, making scaling and measurement across networks more difficult.  Another structural issue is geographical concentration. China and the U.S. are forecasted to account for around 80.9% of retail media ad spend in 2025. Outside these giants, markets in the U.K., Germany, Canada, and select Asian and Latin American regions are seeing faster relative growth, though from a smaller base. Major platforms also dominate the landscape: Amazon continues to lead in many markets, but other retail media networks (RMNs) are gaining an increasing share outside of the U.S.  Looking ahead, forecasts paint a bold trajectory. Retail media is expected to grow at a compound annual growth rate (CAGR) of 17.2% between 2024 and 2028 (per eMarketer), and some estimates push global retail media spend to $179.5 billion in 2025, making up 23% of total digital ad spend. By 2029, some project retail media could exceed $368 billion, with non-retail entities entering the fray.  The rise of retail media presents a strategic pivot point. Brands must navigate channel fragmentation, develop cross-RMN measurement frameworks, and optimize for both on-site and off-site placements. For retailers, the incentive lies in monetizing their audiences and building value beyond pure commerce. As traditional display and search channels face saturation, retail media’s expansion shows how ad dollars continue to chase performance, data, and proximity to purchase. In 2025, the digital ad landscape is not just growing, it’s realigning. Retail media is no longer a niche investment; it is now a core battlefield in the war for attention and consumer spend.

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07.10.2025

Lock Screen=First Contact: What Samsung’s U.S. launch of Glance AI means for OEM funnels

The lock screen just graduated from wallpaper to media surface. In June 2025, Samsung and Glance rolled out Glance AI in the U.S., bringing a generative-AI shopping and styling experience delivered from the lock screen and the Galaxy Store to recent Galaxy devices. For advertisers, this is a new “first-contact” moment inside the OEM funnel: before app store browse, before social feed, and only one tap away from action. What actually launched (and where it shows up) Samsung’s U.S. partnership introduces Glance AI as an optional Galaxy Store experience that can surface AI-curated looks, try-ons, and shoppable recommendations directly on the lock screen. Coverage targets recent models (S22–S25 series) with a phased rollout; early reporting highlighted opt-in install prompts and region-specific behavior. Several outlets emphasized generative image features (selfie → outfit mockup), while noting that ad implementations vary by market. One report cited “50M+” potential Samsung users for Glance’s U.S. experience. Another detailed that Glance is investing $200M and tapping Google’s Gemini and Imagen under the hood. Why “first contact” on the lock screen matters to OEM funnels Lock screen inventory flips the sequence of discovery: users see personalized, visual suggestions before they enter a store or a feed. That compresses the path from impression → intent → install/open, a dynamic OEM buyers already exploit in setup (OOBE) and app-store browse. With Glance AI now present on U.S. Galaxy phones, the lock screen becomes the earliest high-attention touchpoint in the Samsung funnel, closer to device-setup intent than typical in-app display. Glance’s own documentation frames the lock screen and feed as full-screen canvases designed for performance as well as content. What you can buy today and how to route spend There are two complementary paths: Creative that works on a glance Design for single-glance comprehension and one-tap payoff. Lead with the outcome (“Try this look,” “Scan & save 10 minutes,” “Get 20% off today”), use 5–10s motion or cinemagraphs, and keep calls-to-action consistent with the unlock state. For try-on/AI visuals, mirror Galaxy UI conventions so the transition to app or web feels native. Then deep link the tap to the exact state you promised (cart prefill, product detail, trial start) – your strongest predictor of D1/D7 retention. (Glance AI’s launch coverage shows shoppers can “try on outfits” and buy from lock screen; align your landing precisely to that moment.) Measurement, privacy, and brand safety Instrument post-install events (first open, onboarding complete, add-to-cart/purchase) to your MMP and to the buying platform to optimize toward CPE/CPO/D7 ROAS rather than CPI. Expect minor timing deltas across partners (engagement-time vs. open-time attribution). For verification, align with OM SDK measurement across your app placements; for lock screen inventory obtained via Glance/InMobi, confirm supported verification flows and run PMPs with brand-safety controls during initial tests. (Industry guidance underscores OM SDK as the standard for consistent in-app viewability and verification.) U.S. vs. India: policy and UX differ, plan accordingly In India and other Glance-at-scale markets, the lock screen does include advertising alongside content. U.S. coverage emphasizes optional enablement via Galaxy Store and AI shopping features; reporting at launch noted that ad behavior may differ by region and evolve over time. The practical takeaway for media planners: localize assumptions by market and keep an eye on policy updates as Samsung and Glance iterate. KPIs and guardrails for your first quarter Track Cost per Engaged Open (CPEO) and CPO (task completion), D1/D7 retention, uninstall rate, and D7 ROAS. Cap frequency tightly on lock-screen surfaces; over-exposure hurts perceived value. Use geo holdouts to quantify incrementality vs. your in-app baseline. If you sell catalog SKUs, pair lock-screen bursts with store-page optimization (local titles, short descriptions, outcome-first screenshots) and synchronize promotions with inventory and shipping windows. Bottom line Samsung’s U.S. rollout of Glance AI turns the lock screen into the top of the OEM funnel, a new, high-attention entry point that can shorten time-to-value when your creative and landing are aligned. Start with managed/PMP buys through Glance/InMobi, enforce value-based optimization and OM-verified measurement, and localize your policy assumptions by market. Used well, lock-screen “first contact” doesn’t just add reach; it compounds conversion efficiency across the rest of your on-device mix.

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26.09.2025

The advertiser’s Guide to On-Device Buying: OEMAD and Top OEM aggregators you should know

“On-device” inventory – preloads, setup flows (OOBE), OEM app stores, native system placements, and lock-screen experiences, lets brands meet Android users when they’re already primed to install or act. The good news for advertisers is you don’t need dozens of one-off OEM deals anymore. A new crop of aggregators packages this supply with optimization, measurement, and brand-safety guardrails. Below is a practical buyer’s guide that puts OEMAD alongside other major routes: Digital Turbine, Unity Aura, Moloco, Xiaomi, Huawei Petal Ads, Glance (InMobi), plus multi-OEM specialists like AVOW and Appnext and shows how to fold them into your 2025–26 media plan. Why on-device is surging, and why aggregators matter OEM rails capture store-level intent: users are installing apps during unboxing or browsing an OEM store, which shortens the path impression –  install – first open and typically improves early retention versus generic in-app display. The ecosystem has matured: Digital Turbine’s latest quarter showed revenue up 11% YoY with On-Device Solutions the growth engine, a public signal that supply and demand are both scaling. Unity’s Aura product markets integration on 2B+ devices and ~450M MAU, bringing OOBE and lifecycle touchpoints under one roof. Aggregators turn these rails into a single buying workflow with predictable pacing, billing, and measurement. The main aggregator routes (and what each is best for) OEMAD (orchestration layer) Use OEMAD as your central switchboard: one brief, harmonized naming/UTMs, and unified post-install event schema across OEM partners. OEMAD’s role is to standardize value-based objectives (CPE/CPO/D7 ROAS), normalize attribution windows with your MMP, and automate creative/placement hygiene (frequency, deep-link consistency). (Internal orchestration description; pair with the routes below for supply.) Digital Turbine (preloads, setup, discovery) Digital Turbine aggregates preloads, app selection during setup, and OEM/carrier discovery moments—great for utilities, fintech onboarding, and casual titles where first value happens fast. Use CPE/CPO or D7 ROAS and compare country-level revenue-per-device as you scale. Public prints (Q1 FY26) confirm momentum and improving profitability, useful as a proxy for stable, investable supply. Unity Aura (device-lifecycle touchpoints via telco/OEM partners) Aura from Unity reaches users at “hello” (unboxing) and through lifecycle prompts, positioned to drive installs, cross-sell, and re-engagement. Unity cites 2B+ integrated devices, ~450M MAU, and positioning around peak install intent in the first 48 hours post-setup—ideal for value-based buying when you want intent moments without stitching carrier/OEM contracts yourself. Moloco ↔ Xiaomi (programmatic access to GetApps, system native, lock screen) In June 2025, Moloco and Xiaomi announced a global partnership: programmatic access to GetApps (Xiaomi’s overseas app store), in-app/native, and lock-screen inventory. Treat GetApps like a conversion-optimized landing path and keep routing consistent—Xiaomi’s manual lets you choose the install channel: GetApps or Google Play, which helps reduce drop-off by matching user preference. Start with PMPs for control, then open to oRTB once ROAS stabilizes. Huawei Petal Ads (AppGallery search + display and wider Huawei surfaces) Petal Ads offers searchable AppGallery placements (plus broader Huawei ecosystem inventory). If you’re consolidating OEM buys, you can run Petal direct or route it through partners in your stack; either way, align creative to store intent and map SKUs to localized product pages. Glance (InMobi) lock-screen feed Glance packages a high-reach, native lock-screen surface built with leading Android OEMs—an app-less moment before unlock. Use simple, visual hooks and deep links that “resume task” on open; Glance supports performance objectives and brand KPIs, with day-parting and frequency controls. Multi-OEM specialists: AVOW and Appnext AVOW aggregates alternative app stores and OEM placements across regions (they cite 1.5B+ monthly active users across OEM platforms), useful if you want managed service across multiple vendors. Appnext publishes OEM playbooks and runs discovery experiences across several ecosystems—handy for pairing ASO-style store work with paid bursts. Buying strategy: turn “OEM” into a value-based lane, not a one-off test Start with two Tier-1 markets per OEM (e.g., India/SEA for Xiaomi; MENA/EU pockets for Huawei) and launch three lines: setup/preload aggregator (Digital Turbine or Aura), OEM store/programmatic (Moloco↔Xiaomi or Petal Ads), and lock-screen (Glance). Standardize creative on “promise → payoff in one tap” and deep-link the first open to the advertised task (scan, book, play, KYC). For Xiaomi, pick the promotion channel (GetApps vs Play) that best matches your user base and measurement plan. Let OEMAD orchestrate pacing, frequency, and naming so downstream reporting stays comparable. Measure like a realist: send post-install events (first open, onboarding complete, purchase/KYC, level complete) to your MMP and the buying platform so algorithms can optimize to CPE/CPO/D7 ROAS instead of CPI. Normalize attribution windows across SRNs, DSPs, and OEM channels; expect some timing deltas by partner. Keep geo/PSA holdouts to prove incrementality—OEM store paths often show lower uninstall and stronger D1/D7, but you should validate in your own data. Creative and landing rules that reliably lift ROAS Mirror store/system UI in ad design to reduce cognitive friction; use five-to-ten-second demos and outcome-first copy (“Scan a document in 3 seconds,” “Open an account in minutes”). Maintain strict frequency on lock-screen and system surfaces. For store placements, treat product pages like conversion landers with localized titles, short descriptions, and updated screenshots; pair paid bursts with store featuring programs where available to compound rank. Xiaomi’s buyer docs explicitly support store-specific routing, which helps keep the journey consistent. Bottom line On-device media has graduated from “experimental” to strategic. With Digital Turbine and Unity Aura for setup-and-lifecycle intent, Moloco↔Xiaomi and Petal Ads for store-level demand, Glance for lock-screen reach, and AVOW/Appnext for multi-OEM coverage, advertisers can now buy OEM surfaces the same way they buy any scaled channel: value-based, measurable, and brand-safe. Put OEMAD in the middle as your orchestration layer, standardize events and windows, and hold every line to incremental CPO and D7 ROAS. The reward is exactly what on-device is known for: shorter paths to value, stronger early retention, and steadier unit economics across Android growth.

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23.09.2025

V-Appstore expanded to 16 more countries: How to rethink OEM geo priorities

Vivo quietly widened the reach of its Android storefront this summer: V-Appstore expanded to 16 additional countries/regions on June 19, 2025. For growth teams, that’s not a footnote it shifts where on-device/OEM budgets can scale with store-level intent and native featuring. When an OEM store grows, it doesn’t just add inventory; it concentrates high-intent discovery (browse, search, and editorial featuring) inside a closed loop that converts faster than generic in-app display. With V-Appstore now live in more markets and with a free “V-Star” featuring program and standard AppsFlyer integration, early movers can capture cheaper installs and stronger D1/D7 before auctions crowd in. What changed and why It matters for UA The official developer communications confirm the June expansion, positioning V-Appstore as a parallel distribution rail on vivo devices worldwide. Practically, this means more store-adjacent placements where users are already in “install mode,” plus new chances to stack paid bursts with editorial featuring to compound rank and retention. For teams that buy to value (CPE/CPO, D7 ROAS) instead of CPI alone, OEM stores tend to deliver cleaner first sessions because the path from ad → store → install → open is short, consistent, and expectation-matched. Where to point budgets first Prioritize India and big SEA markets where vivo’s footprint is strongest and Android growth remains healthy. Recent market reads show India rebounding in Q2’25, with multiple trackers noting vivo at or near the top of brand share; that mix supports value-based bidding on store inventory. In Southeast Asia (Indonesia, Vietnam, Thailand, Philippines, Malaysia), vivo maintains meaningful share and user familiarity with OEM stores, fertile ground for store browse/search and featuring. If you buy LATAM or EMEA, phase in country-by-country pilots where Android price bands are dominant and vivo penetration is material, then scale only where D7 ROAS holds. How to adapt your OEM Playbook Treat V-Appstore product pages like conversion-optimized landers: localize title and short description, lead with outcome-first screenshots, and keep a 6–10-second looped demo aligned to your ad promise. Submit to V-Star to line up free featuring, then time your paid bursts to the featuring window to stack ranking signals. Configure vivo Ads as an integrated partner in AppsFlyer so paid, featured, and organic store flows attribute cleanly; pass post-install events (onboarding complete, first purchase) to benchmark D1/D7 against your in-app baseline. Keep deep links set to “resume task” so first opens land on the exact action you advertised: scan, book, play, top-up, which is the strongest leading indicator for retention in store-adjacent channels. Measurement and Guardrails In new V-Appstore geos, prove incrementality before full rollout: run geo holdouts versus your incumbent in-app mix and compare incremental new users and incremental ARPU rather than last-touch. Expect lower variance in cost per engaged open versus broad display when you stay inside store browse/search. As you scale, track uninstall rate alongside D1/D7: OEM store paths usually reduce “what is this?” opens, but you should demote markets or surfaces that lift CPI without improving stickiness. (AppsFlyer’s standard partner setup for vivo Ads covers view-through windows and postback mapping; use it to keep cohorts clean.) Bottom line The 16-country V-Appstore expansion makes OEM stores a first-class lane for Android growth, not a side experiment. Lead with India and major SEA, buy to CPE/CPO or D7 ROAS, stack V-Star featuring with paid bursts, and measure incrementality, you’ll capture store-level intent while the channel is still underpriced. Teams that reweight their geo plan now will bank both cheaper installs and better retention curves as OEM distribution becomes a larger slice of Android UA.

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19.09.2025

OEM Advertising as a Hedge Against Saturated Channels: Why OEMAD & Major Aggregators Matter

As CPIs climb, auctions tighten, and performance signals blur across major channels, many app marketers are turning to OEM advertising to diversify risk. On-device inventory preloads, setup flows (OOBE), OEM app store placements, native system surfaces, lock-screen experiences; provides earlier, higher-intent touchpoints. Tools like OEMAD, Digital Turbine, Unity Aura, Moloco↔Xiaomi, Huawei’s Petal Ads, Glance, AVOW, and Appnext are making OEM traffic easier to buy, measure, and scale in 2025-26. Why OEM Advertising Offers a Real Hedge OEM sources reach users at natural, high-engagement moments: setting up a new device, browsing built-in app stores, or interacting with system surfaces. Because the user is already “closer” to installing or opening an app, the path from impression → install → first open tends to be shorter and cleaner, often improving early retention compared to generic feed-based display. OEMAD reports that all their traffic comes from real device environments across Xiaomi, Transsion, Oppo, Vivo, Huawei, and Samsung. Their machine-learning platform optimizes in real time for in-app events, ensuring advertisers aren’t just paying for installs but for quality engagement.  Supply is growing. Digital Turbine’s latest calculations show “On-Device Solutions” (preloads, setup discovery) as a major growth vertical. Unity Aura claims integration on over 2 billion devices. Moloco’s deal with Xiaomi actively opens up store-adjacent and lock-screen supply. OEMAD provides “one window” to access a broad set of OEM sources with event-based optimization. These trends together make OEM channels a credible hedge to saturation elsewhere. Spotlight on OEMAD: What Differentiates Them OEMAD is a specialized aggregator for OEM traffic. Key features that make them worth considering: Because of these, OEMAD can act both as a “first contact” solution like OEM store discovery, and as part of a performance mix where quality (retention, post-install events) matters, not just raw install volume. How to Mix OEMAD & Other Aggregators into a UA Strategy Here are tactical suggestions for using OEMAD alongside other OEM supply aggregators to hedge saturation: 1) Define value KPIs beyond CPI. Use KPIs like CPE (cost per engaged open), CPO (key in-app action), or D7 ROAS. OEMAD supports optimizing toward these event-based goals; similarly check that Digital Turbine, Unity Aura, etc., can feed post-install and engagement events. This helps avoid buying cheap installs that drop off. 2) Deploy multi-line campaigns. For each target geography, run parallel lines: Compare performance for each line (install, retention, payback) to see which works best per geo and vertical. 3) Monitor supply & price pressure. As OEM traffic becomes more popular, expect inventory in premium OEM placements or exclusives (OEMAD.UNIQUE etc.) to experience rising cost. That’s exactly why OEMAD’s real-time ML optimization helps maintain ROAS when costs move. Also keep an eye on CPMs/OCPMs across OEM vs feed channels to see where saturation starts impacting margins. 4) Measurement & transparency. 5) Creative & UX alignment. Creative that works in OEM contexts tends to be simpler, more trust-driven, outcome-oriented. For example, use native-style layouts, match store or system themes, deep-link to the promised “task” (registration, trial, purchase). OEMAD’s creatives often benefit from matching the OEM’s visual standards, users trust system surfaces more. Also consider localizing store metadata, screenshots, etc., especially for OEM stores or browse surfaces. Risks & Things to Watch OEM advertising is more than just a fallback; it’s a powerful hedge when traditional UA channels saturate. Aggregators like OEMAD bring real value, simplified operations, ML-powered optimization, source transparency, and scale across OEM ecosystems. When combined thoughtfully with other OEM supply sources (Digital Turbine, Unity Aura, Glance, etc.), OEM traffic can deliver shorter payback, higher retention, and improved margins. If your 2025 strategy leans heavily on social/search/display, adding OEM lines via OEMAD and peers isn’t optional, it’s essential for resilience and growth.

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16.09.2025

Which Xiaomi placements deliver the best retention? A 2025 Playbook for UA managers

Xiaomi’s on-device ecosystem (HyperOS/MIUI) lets you reach users at the exact moments they’re already searching for, setting up, or organizing apps. When discovery happens in a system context: GetApps, App Vault, browser mini-cards, smart folders, or device setup (OOBE/dynamic preloads), installs feel intentional, the first open is smoother, and D1/D7 curves are typically stronger than broad display alone. If your ad appears where people expect to install, you don’t need to convince them twice store-adjacent and setup placements often beat generic splash/interstitial inventory on both CPI and stickiness. The retention logic behind Xiaomi placements Retention rises when (1) intent is high, (2) friction is low, and (3) context matches your promise. What to prioritize (and why) 1) Lead with GetApps. Treat it as your quality anchor; it’s where users expect to install and where the path to first value is shortest.2) Pair with setup moments. If eligible, use OOBE/dynamic preloads or smart folders to compress time-to-value and nudge habit formation.3) Layer App Vault & Browser mini-cards. Use them when your value prop fits the pan quick tools, news, finance, utilities, learning.4) Keep the display, but govern it. Run splash/interstitial/rewarded for reach; manage with frequency caps, creative freshness, and negative placement lists. Measuring retention properly in Mi Ads Creative & UX choices that lift stickiness Xiaomi retention checklist (ship this quarter) Placement mix Signals & optimization Creative & landing Controls & guardrails Bottom Line If retention is the goal, start where intent is highest and paths are shortest: GetApps and store-adjacent units, then setup moments (OOBE/preloads/smart folders), then App Vault and Browser native where context fits. Keep a broad display for reach, but let system-native surfaces carry your quality targets. Instrument D1/D7 cleanly, keep cohorts comparable, and give Xiaomi’s allocation/optimization room to learn. Do that, and your Xiaomi mix won’t just be cheaper it will stick.

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12.09.2025

DMA Choice Screen in the EEA: What UA Managers Must Change on Android in 2025

The Digital Markets Act (DMA) has made the Android “choice screen” a standard part of device setup across the European Economic Area. In practice, this means new Android phones and tablets distributed in the EEA must display search and (in most cases) browser choice screens during onboarding, forcing a user to actively pick their defaults. Google confirms that OEMs are required to incorporate the DMA choice-screen software into all new device releases in the EEA as of March 6, 2024; Pixels received it via update, with ongoing rollout across OEMs. What exactly changed Why this matters for UA (beyond compliance) A practical playbook for Q4 2025 The DMA choice screen isn’t just a legal checkbox it reshapes first-touch distribution on Android in the EEA. Treat “choice-originated” users as a separate storefront in your UA plan: tag them, benchmark them, and bid to intercept them with OEM and on-device media close to setup. Teams that adapt their measurement and OEM mix now will capture the most predictable CAC and faster payback from Europe’s next Android cohorts.

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09.09.2025

OEM advertising in 2025: why UA teams should prioritize on-device traffic (LATAM/MEA/SEA data inside)

Where a few vendors dominate shipments, on-device inventory is dense and cheaper to scale. Q2-2025 shipment data shows exactly those conditions: Why this matters: OEM advertising is not just “another network. It’s on-device media defined by the vendor’s software surfaces (preload, recommendations, app store, lock screen). Treat it as a distinct storefront in your UA plan. Economics are improving for on-device New surfaces = higher intent moments On-device discovery is getting more shoppable. Glance × Samsung launched opt-in AI shopping on Galaxy lock screens in the US (app + lock-screen experience, ~50M devices), turning first-look moments into commerce. For UA, these surfaces act as high-attention paths to first open and increasingly, to purchase.  A practical OEM-first playbook for UA managers In 2025, OEM traffic is the lever for efficient Android scale. Shipment concentration in LATAM, MEA, and SEA, better store rev-share, expanding OEM storefronts (V-Appstore), and new lock-screen commerce make on-device buys the most reliable way to keep CPI predictable and ROAS rising. If your plan still treats OEM as an afterthought, you’re leaving reach and unit economics on the table.

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05.09.2025

MMP Benchmarks Are Carving Out OEM as a Distinct “Storefront” for UA in 2025

For years, mobile measurement partners (MMPs) lumped most paid traffic into a handful of giants and “other.” In 2025 that’s no longer accurate. OEM (on-device) channels preloads, setup-flow placements, OEM app stores, and lock-screen surfaces, now appear in MMP benchmarks and indices as their own, trackable sources, effectively operating like a separate storefront in your acquisition mix.  What changed? Why “separate storefront” status matters for UA A practical framework to use OEM benchmarks like a storefront 1) Instrument the taxonomy.Create a distinct “OEM” source group in your MMP and sub-label by surface (Preload/Setup Wizard, OEM Store, Lock-Screen). Ensure post-install events map to early value (trial start, add-to-cart, level-3) so your OEM CPI → tROAS view is comparable with in-app networks. (AppsFlyer’s index and benchmarks pages show how sources are compared by outcome quality, not just volume). 2) Build an OEM vs. In-App scorecard.For each geo/OS, track CPI, IPM, D1/D7 retention, CPT (cost per trial), and 30-day payback. Expect OEM to deliver earlier, cheaper first opens in Android-heavy markets, while in-app networks may win on deep value in premium iOS geos. Use MMP cohort exports to visualize value-density D0–D7 by source. Industry guides in 2025 explicitly frame OEM as a cost-controlled, fraud-resistant lever; test that claim against your own metrics.  3) Run incrementality by path.Structure tests per OEM path: (a) Preload, (b) OEM store featuring, (c) Lock-screen units. Hold out geo-slices or device SKUs to estimate net new users vs. cannibalization of in-app campaigns. Practitioner advice this summer: benchmark OEM reach and engagement against Google/Meta to win internal buy-in.  4) Standardize vendor checks.Adopt a lightweight RFP for OEM partners: reporting transparency, unique device coverage, brand safety, and MMP compatibility (AppsFlyer/Adjust/Singular). The presence of OEMs in Performance/ROI indices simplifies this step use rankings as a short-list signal, then validate on your data.  What good looks like (targets to start with) In 2025, OEMs aren’t “alternative” anymore. MMP benchmarks and indices now surface OEM as a first-class media source, giving UA teams the same clarity on CPI, quality, and ROAS that they expect from in-app networks. Treat it as a separate storefront in your plan instrument the taxonomy, run path-level incrementality, and budget against OEM-specific ROAS. That’s how you convert on-device reach into predictable growth. 

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