In 2024, mobile app marketing faces challenges from economic uncertainty, increased competition, and evolving privacy regulations like Apple's App Tracking Transparency (ATT) and Google's upcoming Privacy Sandbox. Despite privacy concerns, the app economy remains strong, reaching $500 billion in 2023. Retargeting remains effective, with advertisers still leveraging user data for engagement. Google’s Privacy Sandbox and its phase-out of third-party cookies will impact app marketing, but solutions like Attribution Reporting and Protected Audience APIs will support marketers. To thrive, advertisers must adapt to privacy changes and leverage data with AI and predictive analytics.

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