App Clips arrived when many brands have already shifted their marketing away from full app downloads.

Encourage app downloads and incentivize mobile transactions. Mcommerce will have a disproportionate impact on 2021 holiday growth, and retailers need to have their apps on consumers’ phones to fully participate in this growth. That requires actively marketing their apps and providing exclusive benefits and discounts for transacting through the app.

The coronavirus pandemic and changes set to be implemented in the forthcoming iOS 14 are the latest shocks to an evolving app economy. This report will look at how these changes have altered developer monetization strategies and advertiser options.

Most of the industry has agreed to use the Internet Advertising Bureau's (IAB) standard for how to define a download, based on guidelines established in 2017. But that standard is not about actual consumption, it's about the act of a download. Many podcast apps download automatically to phones if the user is subscribed to a podcast, but that doesn’t mean it will get a listen.