UA Digest #10 : What’s new this month?

Discover our User Acquisition Digest, your monthly update on the latest trends and news in mobile marketing and user acquisition!    

Meta Andromeda: the new AI system reshaping ad delivery

Meta is rolling out Andromeda, a new AI-powered ad delivery system that decides which ads are shown, to whom, and when.

It analyzes millions of creatives in real time to determine the most relevant one for each user.

This update is transforming how advertisers optimize their campaigns:

• Creative diversity outweighs targeting: the more varied your angles, formats, and hooks, the more effectively the algorithm learns and performs.
• Simplified setups perform better: broad targeting and Advantage+ Campaigns deliver stronger results than overly segmented structures.
• Data signal quality is now crucial: consistent tracking, a reliable Conversion API, and properly configured events help the AI learn efficiently.
• Iteration speed matters: testing quickly and refreshing visuals frequently allows the algorithm to adapt faster to user behavior.

Meta also warns against “false variations”, ads using the same videos or only slightly altered hooks, which are quickly deprioritized, reducing delivery and potentially increasing CPAs.

With Andromeda, Meta takes another step forward: automation replaces manual optimization, while creativity and data quality become the true drivers of performance.

More info here

Meta accelerates its shift to Advantage+ with new AI updates

Meta is confirming its move toward AI-driven advertising. On October 8, the platform introduced “Limited Spend”, a new Marketing API feature that can redirect up to 5% of a campaign’s budget to exclusive placements if the algorithm predicts better performance.

Goal: test new placements and optimize results while maintaining partial control.

Key details:

• The feature is not automatically activated. Advertisers must manually define which placements are included through the new API endpoints.
• It’s currently limited to Sales and L’eads objectives.

At the same time, Meta is accelerating its migration toward the Advantage+ ecosystem, with:

• The progressive shutdown of legacy APIs (Advantage Shopping Campaign and Advantage App Campaign) expected by early 2026.
• The launch of the “Advantage+ Migrations” program to help advertisers transfer existing campaigns to the new structure.
• The upcoming removal of Automated Ads, which will be replaced by Advantage+ and its enhanced AI capabilities.

Originally designed for small businesses, Automated Ads will soon give way to full automation of targeting, creative, and delivery.

This marks another step toward fully automated, AI-optimized advertising, while still allowing some flexibility for advertisers who want to keep control over specific variables.

More info here

Gaming industry unites against the upcoming Digital Fairness Act

The European Union is preparing the Digital Fairness Act, a draft regulation that aims to redefine how free-to-play games operate in Europe.

Its goal: better protect consumers and limit potentially addictive mechanisms such as loot boxes, daily rewards, and virtual currencies.

Among the proposed measures:

• Virtual currencies (gems, coins, credits) would require explicit consent before use.
• Minors would need parental authorization for every in-app purchase.

For publishers, the implications could be significant: potential declines in in-app revenue, a more complex legal framework, and the need to rethink monetization and retention models.

Ilkka Paananen, CEO of Supercell, warned of the regulation’s potentially “devastating effects”:

• Increased friction in the player experience.
• A threat to Europe’s €27 billion gaming industry, one of the few capable of competing with the U.S. and Asia.

Several major industry players share these concerns. The real challenge for Europe will be to find the right balance between protection, innovation, and competitiveness, without slowing down the momentum of the free-to-play market.

More info here

AppsFlyer × Roku: toward unified attribution between CTV and mobile

CTV investments keep growing, establishing themselves as a full-fledged performance channel.

In this context, AppsFlyer and Roku have announced a new SRN (Self-Reporting Network) integration, enabling more accurate measurement of connected TV campaigns’ impact on mobile activity.

The entire Roku ecosystem is included: Ads Manager, native placements on the home screen, search, and in-stream video ads, with conversion data now directly visible in AppsFlyer dashboards.

Advertisers can now track, in real time:

• The impact of CTV campaigns on app installs,
• The in-app activity generated,
• And long-term customer value.

Another key update: data now flows both ways. Roku sends ad performance data to AppsFlyer, which in turn sends back mobile signals such as installs, purchases, and subscriptions.

The result is more precise cross-device measurement, less reliant on identifiers (IDFA, GAID) and based on probabilistic signals like IP matching.

With over 90 million connected households, Roku is strengthening its position as a complementary UA channel.

More info here  

Moloco unveils its interactive 2025 seasonality tool

Moloco has launched a new interactive tool focused on advertising performance seasonality, helping advertisers identify the best periods to scale their campaigns based on industry, country, and operating system.

The tool compares 2024 benchmarks with 2025 data updated weekly, offering a dynamic view of performance windows, from engagement spikes to cost drops and profitability peaks.

Among the available insights:

• User behavior: evolution of installs, revenue, and time spent.
• Marketing dynamics: CPM, CPI, ROAS, ARPPU, and media opportunities.
• Custom filters: by vertical, country, and OS for targeted analysis.

Beyond performance tracking, this tool reflects the growing ambition of ad tech platforms to deliver contextualized, up-to-date benchmarks, moving away from global averages that are often too generic to guide UA decisions effectively.

More info here