The energy at AppsFlyer’s MAMA Goa 2025 was electric. As a Gold Sponsor, Aarki had the privilege of standing alongside industry leaders, thought pioneers, and decision-makers, all converging to shape the future of mobile AdTech. This year, the conversations weren’t just about user acquisition but about what happens afterward. Retention took center stage, and Aarki was right in the thick of it.
The Takeaways That Matter
MAMA Goa 2025 highlighted key shifts in mobile AdTech, with industry leaders focusing on the next frontier of user engagement and retention.
Retention is Everything
With rising acquisition costs and an increasingly competitive landscape, one thing is clear: acquiring users is only half the battle—retaining them is the real game-changer.
Global app installs have declined by 2.3%, signaling a maturing ecosystem where competition is fiercer than ever. In today’s App Hive—a dynamic, interdependent ecosystem where every app contributes to the larger user behavior flow—users seamlessly hop between apps to fulfill emotional and functional needs. While 80-100 apps are installed on a typical device, only 10-15 become part of daily habits, making retention more critical than ever.
Our analysis shows that increasing user retention by just 10% can boost profits by up to 90%. While acquisition brings users in, retention keeps them engaged, unlocking long-term value and cross-app opportunities. The brands that prioritize retention—through personalized experiences, re-engagement strategies, and AI-driven optimization—are the ones set for sustainable success.
AI-Driven Programmatic is Reshaping ROI
Automation isn’t enough—results are what count. The discussions at MAMA Goa reinforced how AI-driven programmatic is no longer just a buzzword but a game-changer in optimizing ad spend, refining targeting, and delivering measurable impact. The difference between automation and intelligence is what defines success.
Emerging Trends in Mobile Marketing: Insights from AppsFlyer
As the industry evolves, strategic partnerships—like our expanding collaboration with AppsFlyer—are bridging the gap between measurement, optimization, and retention marketing, creating new growth opportunities for advertisers. One of the most exciting takeaways from AppsFlyer was the shifting landscape of mobile marketing.
Marketers are increasingly recognizing iOS user acquisition and retargeting as an underutilized opportunity. At Aarki, we’ve anticipated this shift and have enhanced our iOS user acquisition and retargeting capabilities to help advertisers re-engage users, boost retention, and maximize lifetime value (LTV) in a data-driven world.
Additionally, with over half of marketers globally investing in organic social and influencer marketing, Indian app growth marketers are also increasingly exploring these channels as part of their performance budgets.
Aarki’s Influencer Network empowers advertisers to do more than just participate in the crowded influencer space—it enables them to expand their reach for branding, drive real engagement, and track performance with precision. By seamlessly integrating influencer campaigns with measurable attribution, advertisers can ensure every marketing dollar is optimized for maximum impact.
Looking Ahead: What’s Next for Aarki?
We’re not just following trends—we’re setting them. As the industry moves toward smarter, AI-powered retention strategies, Aarki is leading the charge in redefining what’s possible. The market is evolving, and we’re ensuring that our partners stay ahead of the curve.
A huge thank you to the teams at Aarki, AppsFlyer, and all our incredible partners who made MAMA Goa 2025 an event to remember. The future of AdTech is shifting fast—are you ready?
Stay tuned for more insights as we continue to push the boundaries of what’s possible in retention marketing!
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