Advertising in mobile apps to get more interesting

Last Updated: 5 june 2025

VKontakte to become a super application

Mail.Ru Group is planning to launch a super application on the basis of its social network VKontakte. The super app will incorporate a wide range of functions that will meet various users’ needs: communication, entertainment, finances, and business.
Such services first appeared in China. These are the WeChat messenger developed by the Tecent IT-holding and the AliPay service by Alibaba Group. Now these applications offer their users functions of messengers, social networks, services for shopping, food and taxi ordering, currency exchange, insurance, etc.

Google Ads to improve optimization of app campaigns

Google has announced updates for app campaigns. The service will start attributing traffic to creative assets (text, image, video) used in a particular app campaign.
By knowing which combination of creative assets is driving app downloads, Google Ads will be able to improve the way asset combinations are selected and served as ads.
The new data will also help advertisers make more informed decisions.
These changes are rolling out in the coming months. Active app campaigns will be automatically updated. There is no way to opt out of the changes.
According to Google, these updates won’t affect performance of app campaigns. However, there may be some shifts in asset reporting metrics.