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13.11.2025

Attribution Catches Up: How MMP Integrations and Deep Linking Are Powering OEM User Acquisition in 2025

OEM advertising has moved into the mainstream, and attribution has followed. In 2025, leading mobile measurement partners (MMPs) now provide native support for preloads, on-device placements, and alternative app stores, while deep-linking infrastructure closes the loop from OEM impression to post-install revenue. The result is a more measurable, scalable path to OEM growth for Android app marketers. OEM user acquisition used to be hard to measure. That’s changed. AppsFlyer, Adjust, Singular and Branch have shipped capabilities that let marketers track factory and first-boot preloads, attribute installs from AppGallery, GetApps, Galaxy Store, and route new users with deferred deep links to the right in-app destination, so OEM no longer sits outside the performance stack. AppsFlyer formalized OEM measurement with preload referrer attribution, designed specifically for campaigns contracted with OEMs, carriers, and app discovery partners; partners can have installs attributed to preload campaigns at the factory or device activation, with multiple supported methods for accurate crediting. This isn’t limited to generic channels: AppsFlyer also documents configuration for Petal Ads (Huawei) and notes attribution support for AppGallery placements and search ads, making Huawei’s ecosystem measurable alongside standard networks.  On the OEM platform side, Huawei’s developer docs explicitly call out MMP integrations. For example, Huawei provides guidance for AppsFlyer, including SDK versioning and referrer parameter requirements—to ensure installs from AppGallery are attributed correctly; there’s parallel guidance for Adjust (SDK v4.28.6+) to support referrer-based attribution as well. These vendor-maintained instructions are a strong signal that OEM storefronts want to be first-class, measurable channels, not just distribution endpoints. For “on-device” inventory aggregated by OEM facilitation layers, attribution is converging too. Singular ships a unified integration for Digital Turbine Media, covering cost aggregation, tracking links, and postbacks; Digital Turbine’s own docs detail attribution windows and event postback setup for Singular. Together, these make installs from device-level placements flow into the same dashboards as Meta, Google, and DSPs. A similar pattern holds for ironSource Aura, Singular’s knowledge base includes a partner configuration, enabling standardized attribution and cost reporting for on-device distribution. Industry glossaries now describe OEM advertising stacks as a blend of device-manufacturer platforms (Samsung, Huawei, Xiaomi) and mediators like Digital Turbine and ironSource Aura, reinforcing that these channels are integrated into modern analytics and MMP workflows.  Deep linking is the other half of the OEM performance story. Deferred deep linking ensures that users who first encounter an app via an OEM placement (setup flow, smart folder, store feature) and then install are routed to intent-matched content on first open, preserving the user journey and enabling down-funnel attribution. Branch defines and supports deferred deep linking for scenarios where the app isn’t yet installed, taking the user through the appropriate store and then straight to the target screen post-install. That reliability is essential for converting OEM exposure into monetizable actions. Finally, platform guidance from Adjust highlights why alternative stores matter strategically. Adjust points out that multi-platform distribution and OEM partnerships for pre-installs and curated placements can materially boost visibility and performance as app-store policies and regional regulations evolve, another reason advertisers want OEM channels fully wired into their MMPs. What this means for marketers Attribution and deep-linking support have removed the biggest barrier to scaling OEM traffic. Preloads and on-device ads can now be measured like any other UA source (click/view-through windows, postbacks, ROI modeling), Huawei/Xiaomi ecosystems are instrumented for referrer-based credit, and deferred deep links preserve intent and increase conversion after install. If your MMP already supports AppsFlyer/Adjust/Singular partner setups for Petal Ads, AppGallery, Digital Turbine, and ironSource Aura, you can bring OEM into your standard testing, incrementality design, and LTV forecasting, rather than treating it as a black box.  Bottom line With OEM attribution (preload referrers, partner integrations) and deep linking now production-ready, OEM placements have become a measurable, optimization-friendly channel in the Android UA mix. The tech is no longer the constraint – your brief, your creative, and your incrementality design are.

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11.11.2025

Alternative App Stores and OEM Channels: The New Growth Engine for Android in 2025

The Android app economy is entering a new phase. According to recent analyses from Business of Apps and AppsFlyer, alternative app stores and OEM advertising channels now account for a significant share of Android installs and app-store spending. With platforms like Huawei’s AppGallery, Xiaomi’s GetApps, and Samsung’s Galaxy Store scaling rapidly, OEM ecosystems are no longer niche distribution options, they have become a strategic pillar of mobile user acquisition in 2025. A Market Redefined by Alternative Distribution Business of Apps reports that nearly half of Android app-store expenditure now takes place outside of Google Play. This marks a structural shift in mobile app distribution, one driven by device manufacturers investing heavily in their own digital ecosystems. At the same time, AppsFlyer’s global Performance Index ranks four OEM sources among the top twelve media platforms for Android user acquisition (non-gaming), confirming that on-device and OEM-driven traffic has achieved mainstream adoption among marketers. These channels are particularly strong in markets where Android dominates and where OEMs maintain deep relationships with users through preloaded stores and native recommendation systems. The strategic rationale is clear: while competition and privacy changes have pushed up acquisition costs in traditional networks, OEM inventory offers direct, high-intent access to users at the device level, often during setup or app discovery moments when engagement is highest. Scale and Economics: The Power of OEM Ecosystems The scale of today’s OEM ecosystems underscores their growing importance: Together, these platforms form a robust, diversified layer of Android app distribution. They enable brands to complement Google Play with additional placements, custom campaigns, and integrated on-device advertising, from app-store features to pre-install and device setup recommendations. This economic appeal is reinforced by performance. OEM channels often deliver lower CPI and higher retention due to contextual relevance and lower competition. For developers and advertisers, these results position OEM traffic as both efficient and scalable, an essential addition to the user acquisition mix. Regulatory Tailwinds: A More Open Android Ecosystem Regulatory developments are accelerating this transformation.In the United States, court rulings in Epic Games v. Google are forcing Google to open Android distribution, mandating support for rival app stores within Google Play, access to its app catalog, and allowance for alternative billing options. These reforms are designed to reduce platform exclusivity and expand fair competition in mobile distribution. As a result, OEM marketplaces are gaining both legitimacy and opportunity. With fewer structural barriers, brands and developers can now integrate these channels more easily; building direct, transparent relationships with users without the constraints of a single app-store ecosystem. Industry analysts suggest that, as Android maintains a global OS share of over 70%, alternative app stores could capture an even larger portion of total installs by 2026, especially in Asia-Pacific, MENA, and Eastern Europe, where OEM ecosystems already play a dominant role. The Future of Android User Acquisition For mobile marketers and developers, 2025 marks a turning point: OEM traffic and alternative app stores are now central to sustainable growth.They provide reach where Google Play is limited or highly competitive, they deliver measurable performance advantages, and they align with a more privacy-safe, device-centric future. As platforms like AppGallery, GetApps, and Galaxy Store continue to scale, brands that diversify into these ecosystems stand to gain access to billions of potential users through trusted, native interfaces. In a year defined by rising acquisition costs and tighter data restrictions, one insight is becoming clear: the next wave of Android growth will not be confined to a single store, it will be built across OEM ecosystems that combine reach, intent, and efficiency.

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06.11.2025

Global Smartphone Market in Q3 2025: Growth Returns, OEMs Look Beyond Hardware

According to Omdia’s latest market tracking, the global smartphone industry posted a modest recovery in Q3 2025, with shipments rising 3% year over year to 320.1 million units. As manufacturers stabilise production and expand across emerging markets, a parallel shift is taking shape: OEMs are strengthening their ecosystems – from pre-installed apps to advertising services – to diversify revenues beyond hardware sales. Steady Recovery in a Maturing Market After several quarters of volatility, Omdia’s October 2025 data shows that smartphone shipments have regained positive momentum. The global market grew 3% YoY, driven mainly by emerging economies and seasonal demand in Asia. In India, shipments climbed to 48.4 million units, also up 3% year on year, as brands stocked inventory ahead of the festive season. The findings, published in Omdia’s Smartphone Need-to-Know – October 2025 and quarterly press releases, indicate that the rebound is still uneven: China’s market declined 3% YoY, while global leaders such as Samsung, Apple, and Xiaomi maintained stable shares. The recovery highlights cautious optimism, supply chains have normalised, and replacement demand is returning in key regions. However, shipment growth alone no longer tells the full story of the smartphone industry. As Omdia notes in its commentary, vendors are increasingly focused on expanding digital services and ecosystem monetisation, which now complement – rather than depend solely on – device sales. OEMs Shift Toward Ecosystem-Driven Revenue While Omdia’s publicly available reports focus on shipment metrics, industry analyses around them reveal a consistent pattern: manufacturers are building business models that rely on software, content, and advertising. Major Android OEMs: including Samsung, Xiaomi, OPPO, Vivo, and Huawei, are strengthening their proprietary ecosystems through app stores, content platforms, and advertising networks. This transformation is visible across multiple fronts: This shift underscores a structural change: hardware is no longer the sole driver of profit. Instead, the smartphone itself has become a gateway to long-term engagement, commerce, and advertising. The Broader Context: Data, Distribution, and Diversification Omdia’s tracking suggests that emerging markets are now the strongest contributors to growth, both in device sales and user acquisition potential. For OEMs, these regions also present opportunities to scale software ecosystems from the ground up. As smartphones reach new users in India, Southeast Asia, and Africa, device makers are embedding their own app stores, browsers, and media services, effectively controlling the first touchpoints of digital life for millions of consumers. This strategy is economically sound. Advertising, pre-installs, and ecosystem partnerships offer recurring margins without the production risks tied to hardware cycles. It also reflects a global pattern: as smartphone hardware approaches saturation in developed markets, software-driven monetisation ensures continued growth. Outlook: The Smartphone as a Platform for Advertising The Q3 2025 rebound marks more than a short-term recovery, it confirms the resilience and adaptability of the smartphone sector. As manufacturers pursue sustainable profitability, OEM-level advertising and pre-installation models will continue to expand alongside hardware shipments. Omdia’s data shows that the fundamentals are stabilising: supply, demand, and regional diversity all improved this quarter. Yet the industry’s centre of gravity is gradually shifting from units sold to value generated per active device. In 2025 and beyond, smartphone OEMs are no longer just hardware producers, they are becoming full-fledged digital media platforms, using their global install base to connect consumers and brands at scale.

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31.10.2025

Inside China’s OEM Ad Market: Who Leads the Agency Game in 2025

As OEM advertising becomes a vital user acquisition channel in China, a handful of certified agencies have emerged as key enablers of performance at scale. Backed by Xiaomi, Huawei, OPPO, and vivo, these firms are shaping the way brands activate high-intent traffic across native smartphone ecosystems. In 2025, OEM advertising in China is no longer a fringe tactic, it’s a strategic growth engine. As brands seek direct access to users via native smartphone environments (minus-one screens, preloads, app stores, push placements), working with certified, performance-driven agencies is now essential. From Huawei’s Petal Ads to Xiaomi’s Mi Ads and OPPO’s HeyTap platform, a small circle of high-performing agencies have become the go-to partners for brands aiming to scale efficiently in China and beyond. Top OEM Advertising Agencies in China (2025): 1. BlueFocus Luban BlueFocus’s digital ad unit, Luban, ranks as the top agency for OEM advertising in 2025. Officially recognized as the #1 Xiaomi Mi Ads partner and a high-performing Petal Ads agency, Luban delivers 11–17% better ROI than industry peers. Its AI-powered platform simplifies creative management, media buying, and KPI optimization across multiple OEM environments. With direct integration into Xiaomi and Huawei ad stacks, Luban is a go-to partner for brands launching large-scale mobile, e-commerce, and app campaigns. 2. Nativex (Mobvista Group) Guangzhou-based Nativex is a certified Huawei Petal Ads Premier Partner, and was awarded Huawei’s “Outstanding Partner” status at HDC 2024. It also collaborates closely with OPPO and Xiaomi to execute high-performance OEM campaigns in China and Southeast Asia. Nativex combines strategic UA planning, creative localization, and multi-regional delivery, making it a reliable agency for brands scaling across Android OEM traffic in Asia. 3. Tec-Do Few agencies have secured official partnerships across all major OEMs—Tec-Do is one of them. It holds the status of Xiaomi outbound certified core agency, Petal Ads Platinum Partner, and global preferred partner for vivo Ads. Tec-Do was also awarded “Best Optimizer” by Huawei in 2024, demonstrating campaign quality and scale. Its end-to-end OEM execution supports both Chinese brands expanding globally and international clients entering Asian markets. 4. YeahmobiYeahmobi brings a performance-marketing mindset to OEM media. Ranked among the top 5 Petal Ads agencies, it specializes in CPI- and CPA-based campaign models. With a strong focus on metrics like registrations, in-app events, and ROAS, Yeahmobi is especially effective in OEM acquisition across APAC and the Middle East. Its team’s ability to optimize across diverse OEM supply sources has made it a frequent partner for fintech, gaming, and utility app advertisers. 5. AdView (力美科技) AdView is a long-standing mobile marketing agency in China with deep integrations into OEM inventory across Xiaomi, Huawei, and others. Known for its smart media buying infrastructure and programmatic capabilities, AdView has helped brands scale within native placements through real-time optimization and full-funnel data reporting. What Makes These Agencies Stand Out? Each of these agencies has earned formal recognition or certification from OEM platforms ensuring direct access to inventory, deeper analytics integrations, and faster rollout of beta features. Huawei, Xiaomi, and vivo each maintain vetted partner programs, and these five agencies are repeatedly ranked among their top performers. What truly differentiates them is execution. Whether it’s Luban’s AI-led platform performance, Nativex’s creative and localized activation, or Tec-Do’s multi-OEM footprint, these firms bring proven models for high-ROI campaigns inside the OEM ecosystem. Why This Matters for Brands OEM advertising now accounts for a significant share of mobile performance budgets particularly in Asia. As consumer touchpoints shift from browser and app-based discovery to native surfaces within smartphones, OEM ad placements are essential to reaching the right users at the right moments. For brands, the takeaway is clear: work with certified, performance-led partners. The agencies above aren’t just media buyers. They’re optimization engines that translate OEM media into scale, retention, and results.

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28.10.2025

The Global Ad Tech Reckoning: How Antitrust Actions Against Google Are Reshaping the Industry

In 2025, regulators across the globe are taking decisive action against Google’s dominance in the ad tech ecosystem. With multibillion-euro fines, court rulings, and mounting pressure for structural remedies, the future of digital advertising is entering a new regulatory era. As a brand operating in this space, we’re closely watching what comes next and preparing for a more open, accountable market. As we assess performance marketing opportunities across channels and ecosystems, one story continues to shape the future of digital advertising: the global antitrust offensive against Google’s ad tech stack. In April 2025, a federal court in the U.S. found that Google violated antitrust laws by unlawfully maintaining monopolies in the publisher ad server and ad exchange markets. The Department of Justice (DOJ), alongside 17 states, argued and the court agreed, that Google’s control over both the buy-side and sell-side of programmatic advertising gave it an unfair advantage. The trial’s second phase will now determine potential remedies, including the DOJ’s request to force Google to divest key components like AdX and Google Ad Manager. In parallel, the European Commission delivered its final decision in September 2025, fining Google €2.95 billion (~$3.45 billion) for favoring its own ad exchange and restricting competition across the ad supply chain. Regulators concluded that Google systematically gave its own platforms advantages through self-preferencing and data asymmetries, to the detriment of publishers, advertisers, and competing exchanges. The EU is demanding corrective behavioral changes within 90 days, and has warned that structural remedies, including the breakup of Google’s ad tech business, remain on the table if compliance fails. Meanwhile, in the UK, the Competition and Markets Authority (CMA) issued provisional findings that echo these concerns, finding Google has used its integrated ad stack to harm competition. Private publisher lawsuits in the UK have been greenlit to seek damages for lost ad revenues, and India’s competition watchdog is actively pursuing its own ad tech probe. Together, these developments mark a pivotal moment for the global ad ecosystem. Why This Matters to Us as a Brand For years, the ad tech market has operated within a system where Google served as gatekeeper: owning the tools advertisers use to buy, the exchange where bids are placed, and the infrastructure publishers rely on to sell. This vertical integration created efficiency, but also opacity and potential conflicts of interest. We’ve long adapted to this reality. But with regulatory enforcement accelerating, the landscape may soon open to new opportunities and greater transparency. If structural separation proceeds – especially in the U.S. and EU – it could lead to: As a performance-driven advertiser, we welcome a more balanced ecosystem where data flows more freely and competition is restored. This means more power in the hands of brands and publishers, and more scrutiny on how every ad dollar is spent and optimized. The Road Ahead We’re not here to speculate on the legal process. But the message from global regulators is unified: Google’s dominance in ad tech must be re-evaluated. From the DOJ and European Commission to the CMA and CCI, the call is clear: restore fairness, ensure interoperability, and reduce systemic bias baked into ad infrastructure. As these cases move through final remedies and appeals, we’re preparing for a more interoperable, transparent, and performance-aligned digital advertising environment. That’s good for competition and good for business.

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24.10.2025

TOP OEM Advertising Companies in 2025: A Brand-Level Perspective

As a mobile brand navigating the evolving landscape of user acquisition, we see OEM advertising rising from niche tactic to foundational channel. In 2025, a handful of OEM ad platforms are leading the charge: Xiaomi’s Mi Ads, Huawei’s Petal Ads, OPPO’s HeyTap Ads, Vivo Ads, and Transsion’s network among them. Understanding their strengths, reach, and placements is critical to making OEM a core part of our growth stack. In recent years, OEM advertising placing ads natively within device ecosystems at the manufacturer level has gained momentum as global app markets saturate and conventional channels turn costly and competitive. As described in Business of Apps’ “Top OEM Advertising Companies (2025)”, OEM platforms now offer massive reach, deep device-level placement, and lower friction for users. The rise is reinforced by publishers and platforms positioning OEM inventory as a strategic growth injection. Based on multiple industry sources, the leading OEM advertising companies that brands should prioritize in 2025 are: There are a few common strengths that elevate these OEM platforms: However, OEM advertising is not a panacea. Key challenges include: From our vantage as a brand, the imperative is clear: OEM advertising in 2025 is not experimental, it is a strategic frontier. By building a diversified acquisition stack that includes Xiaomi, Huawei, OPPO, Vivo, and Transsion OEM channels, we hedge dependency on saturated networks and gain access to native, high-intent surfaces. Brands that systematically test, measure, and iterate OEM campaigns will convert early mover advantages into sustainable gains. OEM may not yet dominate every market, but in many regions, it is already among the top channels. As more advertisers adopt OEM, those of us already in that space will gain compounding scale and intelligence. For 2025 and beyond, OEM advertising isn’t just part of the media mix, it’s a pillar of growth strategy.

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21.10.2025

Why Consumer Spending on Mobile Apps Hit $150B in 2024: A Brand’s Take on Sensor Tower’s Latest Findings

As mobile usage deepens across global markets, spending habits are shifting users are investing more money even when they install fewer apps. Our brand closely tracks these trends, and Sensor Tower’s State of Mobile 2025 reveals that consumer spending on in-app purchases, subscriptions, and premium apps hit $150 billion in 2024, a 13 % year-over-year increase marking a pivotal moment in mobile monetization. Sensor Tower’s State of Mobile 2025 report delivers a clear message: mobile monetization continues to strengthen even as growth in downloads and time spent decelerates. Downloads across iOS and Google Play were essentially flat at 136 billion, and total hours spent rose to 4.2 trillion (+5.8% YoY). Yet despite this moderation in engagement growth, consumer spending surged.  What’s powering this disconnect between usage and spending? The answer lies in non-gaming apps, subscription models, and emerging verticals like AI. Non-games saw a +23% YoY increase in revenue, far outpacing the +4% rebound in gaming. Within non-games, film & TV streaming and social media led the charge with $11.9 billion and $11.7 billion in spend, respectively. Perhaps most striking is the rise of AI-powered apps. Spending in this subgenre soared to nearly $1.1 billion, a 200% YoY increase. Users spent ~7.7 billion hours in AI apps, and “AI” apps were downloaded 17 billion times. These shifts reflect a deeper trend: users now expect intelligence, utility, and integration from the apps they pay for. Regionally, the U.S. remained the dominant spender with $52 billion in IAP revenue, growing by 16%. Europe outpaced global averages, posting ~24% growth in app spending. But it’s not just the usual markets driving momentum Sensor Tower flags retail as a competitive battleground, with global brands like Temu and SHEIN pushing into mobile commerce and influencing app spend trends. For us as a brand, these insights reshape our priorities. The growth isn’t coming from acquiring more users that game is saturated. The real upside lies in monetization, retention, and strategic vertical plays. Investing in subscription models, AI features, and vertical monetization (e.g. streaming, social, commerce) offers more upside than chasing downloads alone. Moreover, experimenting with premium tiers, hybrid models (freemium + paid), and personalized upsells becomes vital. As the mobile landscape matures, so must our approach. The numbers from Sensor Tower reinforce what many of us already sense: the war for attention hasn’t ended, but the battlefield has shifted. Brands that lean into monetization, not just user growth will emerge as winners in 2025 and beyond.

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17.10.2025

OPPO Ads 2025: Scaling Up the Device-Level Advertising Ecosystem

OPPO Ads is accelerating its global footprint and expanding its commercial capabilities through Device+ marketing, programmatic enhancements, and deeper integration into the OPPO OS ecosystem. At its Southeast Asia Salon, OPPO revealed key upgrades in ad inventory, optimization tools, and user lifecycle solutions—cementing its position as a rising force in OEM advertising. OPPO Ads Connect 2025 in Singapore marked a pivotal moment. The event showcased OPPO’s push to strengthen its presence in Southeast Asia and beyond, unveiling its Device+ Marketing Solution and laying out plans for new ad formats, traffic expansion, and retention-driven strategies. OPPO emphasized three value propositions: competitive pricing and proactive scenario targeting, seamless transitions from reach to conversion leveraging OS-level data, and multi-dimensional marketing solutions spanning preloads, push, and deeper engagement formats.  In 2024, OPPO Ads reported dramatic growth in request volume a 300% increase driven by new placements such as PUSH notifications, global search listings, shelf cards, and video feeds. In 2025, the company is pushing even further: allowing DSPs access to its full traffic pool, upgrading bidding strategies via Real-Time API (RTA), and offering attribution and OS-level monitoring to make conversion effects more transparent. One marquee feature is the Device+ Preload cooperation, which allows OPPO to reach 24 million new devices annually in Southeast Asia through pre-installed apps and PAI (Pre-Activation Installation) services.  Advertisers can now tap dynamic system surfaces like splash screens, shelf cards, search listings, and OPUSH each integrated into OPPO’s system experience to push users toward app installs or re-engagement. The platform supports multiple bidding models and claims backend ROI improvements above 10 % through optimization tuning. OPPO’s strategy is designed not just to drive install volume but to support user operations, retention, and conversion over the full lifecycle.  Yet the road ahead is not without challenges. To monetize device-level inventory at scale, OPPO must maintain ad quality, prevent user fatigue, balance supply and demand across regions, and compete with incumbent ad networks. Moreover, scaling requires building trust with advertisers on transparency, measurement, and incrementality. By opening DSP access and enhancing attribution tools, OPPO is already addressing some of these barriers.  OPPO Ads is betting on synergy: device-level inventory + OS signals + lifecycle tools. Should these elements coalesce smoothly, the platform could emerge not just as a regional alternative, but a global OEM media contender. In 2025, advertisers seeking diversification and deeper control over mobile user acquisition would do well to watch OPPO’s rise.

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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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