Consumer app revenue is surging and with it the pressure to find scalable, efficient growth. Yet most marketing budgets remain concentrated in just two platforms: Google and Meta. Moloco’s latest report Performance through independence: Unlocking incremental app growth beyond Google and Meta addresses this disparity, exploring how user behaviour has evolved over the past few years and the opportunities these changes have created and continue to create. The report reveals that consumer app marketers concentrate 88% of budgets in walled gardens at a time when they should be diversifying. Moloco’s data suggests that diversified media strategies can deliver up to 214% ROAS improvements. The numbers show that users are no longer just on Google and Meta; user attention is shifting to more diverse app categories
The post Most marketers invest in walled gardens at a time when they should be diversifying appeared first on Business of Apps.
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|---|---|---|---|---|
| 1 | Diversification takes centre stage in app user acquisition | 0 | 0 | 02-03-2026 |
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| 3 | Programmatic and CTV are overlooked by app marketers, BidMatrix’s new UA expansion kit aims to fix that | 0 | 0 | 05-11-2025 |
| 4 | Inside the key themes driving app growth at Business of Apps London 2026 | 0 | 0 | 10-03-2026 |
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| 6 | The scaling trap: When bigger UA budgets can break performance | 0 | 0 | 22-06-2026 |
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| 8 | The Business of Apps London agenda is now live with more than 70 speakers | 0 | 0 | 04-02-2026 |
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| 10 | New data reveals shifting consumer attitudes toward app data sharing and advertising | 0 | 0 | 17-10-2025 |
