Marketing is the foundation of app growth. It’s the engine that drives discovery, engagement, and revenue from day one. The challenge? No team can do it all alone.
App marketing today is too complex to tackle solo. Success depends on finding the right partners, the ones who can help acquire users, keep them engaged, test what’s working, and fix what isn’t. But with a sea of platforms, tools, and agencies out there, knowing where to start is its own challenge.
That’s what this map was meticulously crafted for.
The App Marketing Ecosystem 2025 market map lays out the full landscape of app marketing in 2025 — from funding and analytics to A/B testing, retargeting, revenue, and more. Whether launching something new or scaling something proven, this is a resource built to help teams cut through the noise and make smart, strategic choices.
Mobile measurement partners
Attribution is critical to understanding ROI. MMPs tie user behaviour back to acquisition sources, helping teams understand what channels work, which creatives convert, and how budget should be allocated. Especially in a post-ATT world, they serve as an independent source of truth for performance marketers juggling multiple campaigns and networks.
Leading companies include: AppsFlyer, Adjust, Airbridge, Branch, Singular
App engagement and messaging platforms
Growth doesn’t end at install. These platforms power smart, personalized conversations through push, in-app messages, email, and SMS. Whether it’s a welcome nudge or a well-timed comeback prompt, they help keep people active, curious, and connected. Over time, these touchpoints stack up, shaping habits, building loyalty, and turning fleeting interest into something that sticks.
Leading companies include: Airship, Braze, OneSignal, CleverTap, Stream
App revenue (subscriptions and IAPs)
Monetization isn’t a one-size-fits-all process. Subscription management and in-app purchase optimization tools help businesses price dynamically, reduce involuntary churn, recover failed payments, and understand revenue drivers. These platforms provide the infrastructure and insight needed to turn active audiences into sustainable business models.
Leading companies include: Paddle, RevenueCat, Purchasely, Appcharge, Adapty
Agencies
Agencies fill a vital gap between tooling and execution. Whether full-service or specialist, mobile marketing agencies bring expertise in media buying, creative production, lifecycle strategy, and localization. For companies without a deep in-house growth team, or those entering new markets, agencies can provide both strategic direction and operational firepower.
Leading companies include: ConsultMyApp, Moburst, Yodel Mobile, REPLUG, Creative Clicks
App market intelligence
The best growth strategies begin with understanding the landscape. App market intelligence platforms provide competitive benchmarking, market sizing, and trend forecasting. Whether it’s identifying emerging categories, tracking share of voice, or analysing seasonal performance, these tools help growth teams act with context — not just gut feeling.
Leading companies include: SocialPeta, Appfigures, Apptica, Apptopia, Similarweb
App store marketing
Search and browse remain the top discovery channels within both the App Store and Google Play. App store marketing tools focus on visibility — from keyword optimization and conversion rate A/B testing to managing ratings and reviews. These platforms help teams surface in high-intent searches, monitor competitor positioning, and adapt strategies to constant algorithm changes within the storefronts.
Leading companies include: Gummicube, MobileAction, The ASO Project, Apptweak, Asodesk
User acquisition
The most polished product means little without active users. UA platforms specialise in generating demand through channels like programmatic advertising, paid social, influencer marketing, and OEM placements. These companies handle the targeting, bidding, optimization, and creative management that drive scalable installs — all while navigating the fragmented privacy environment that defines post-IDFA mobile marketing.
Leading companies include: Liftoff, Verve, Perform[cb], InMobi, Zoomd
Product and user analytics
Data is only useful if it leads to action. These platforms help teams monitor behavioural flows, identify friction points, and track the metrics that matter — DAU, retention, churn, session depth, and more. From dashboards to real-time event tracking, they form the core of decision-making across product, marketing, and monetization teams.
Leading companies include: Quantum Metric, Amplitude, AppMetrica, Fullstory, Mixpanel
Retargeting
Acquisition is only the first step. Retargeting players focus on re-engaging audiences who’ve dropped off. These platforms use behavioural triggers, segmentation, and dynamic creatives to bring lapsed users back into the funnel, helping brands recover revenue, extend LTV, and stay top of mind in an oversaturated app ecosystem.
Leading companies include: Remerge, Adikteev, Criteo
Experimentation and mobile A/B testing
Hypotheses are only as good as their tests. A/B testing platforms allow teams to trial variations in features, copy, onboarding flows, and monetization models without deploying full product changes. Granular testing reduces risk, accelerates iteration, and ensures that user-facing changes are backed by evidence and hard data.
Leading companies include: Apptimize, Optimizely, Split
Performance monitoring
Crashes, memory leaks, and latency are invisible until they aren’t. Performance monitoring tools keep tabs on technical health across devices, OS versions, and geographies. With real-time alerts, session recordings, and diagnostic data, teams can proactively fix issues that would otherwise erode user trust and retention.
Leading companies include: Embrace, Sentry
Privacy and consent management
Global privacy regulations are multiplying, and enforcement is tightening. Consent management platforms help businesses handle data collection transparently — whether under GDPR, CCPA, or SKAN 4.0. These tools ensure compliance while maintaining the ability to collect meaningful analytics and serve personalised experiences in a privacy-first way.
Leading companies include: Usercentrics, Axeptio
App funding
Before downloads, campaigns, or dashboards, there’s the funding question. Whether through revenue-based financing, venture capital, or credit-based models, these platforms provide capital without forcing founders to part with equity too early. In a market where timing can be everything, they offer a way to fuel growth initiatives — user acquisition, feature rollouts, or global expansion — without hitting pause for fundraising rounds.
Leading companies include: Braavo, Pollen VC, Appvestor
Alternative app stores
The app economy isn’t limited to Apple and Google. From Huawei’s AppGallery to Samsung Galaxy Store and region-specific marketplaces, alternative stores offer growth potential in markets where the default duopoly has lower penetration. These platforms enable broader distribution and tailored acquisition strategies, especially important for gaming, utility, and fintech categories in Asia, LATAM, and beyond.
Leading companies include: Huawei AppGallery, Samsung Galaxy Store, Mobivention, Veve, Vivo
No single tool drives growth. It’s the right mix — chosen with clarity, not guesswork — that makes the difference. This map is a starting point for strategy, a filter for decisions, and a reference for every stage of the journey.
Download the App Marketing Ecosystem 2025 market map today.
Available as PNG and PDF, including a landscape version perfect for slides, decks, and strategy sessions.