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.

With gaming shifting to mobile, developers increasingly turn to ads, while marketers realize that games can reach a wide array of people.

According to a March 2019 survey from mobile ad and app monetization company Tapjoy, 69% of US consumers said they would rather give up social media apps or TV than lose their favorite mobile games.

As more verticals compete for mobile time, app install advertising is more competitive than ever. In order to acquire engaged users, developers need a combination of paid and organic strategies.