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 […]
The AppLovin Problem: What Happens When One Platform Dominates Your Entire UA Stack
There’s a version of this that sounds like a win. CPIs down. ROAS up. The algorithm is doing its thing. Your team has breathing room. You found a platform that works, scaled hard, and now it’s running the show. Then one quarter, something shifts. CPIs spike. Performance softens. The algo stops behaving the way it […]
