Gaming UA in 2026: IAP vs. IAA—And Why the Line Between Them Is Disappearing
If you’re running UA for a mobile game in 2026 and you’re still thinking in clean buckets — “we’re an IAP game” or “we’re an IAA game” — you’re already operating on last year’s playbook. The market has moved. The data is clear. And the strategies that worked in 2023 are actively working against you […]
