Jordan Bevan
As global regulations like the EU’s Digital Markets Act (DMA) begin to reshape the mobile ecosystem, marketers and developers face a rapidly shifting landscape marked by opportunity and uncertainty. Between the rise of alternative app distribution models and the ongoing economic pressures impacting ad budgets, it’s a pivotal moment for those in mobile advertising. To help make sense of these trends—and what they mean for brands aiming to stay ahead—we spoke with Ben Holmes, General Manager of Demand at Digital Turbine and a recognized leader in B2B mobile strategy. In this Q&A, Ben shares his insights on platform disruption, evolving user acquisition tactics, and why now is the time to lean into experimentation rather than retreat.
1.What should mobile marketers do today to prepare for a more diversified app store ecosystem?
App developers should not wait to adapt to the rapidly shifting app distribution landscape, as Apple and Google’s dominance begins to erode. Now is the time to diversify beyond the default app stores by exploring alternative app marketplaces – as well as direct distribution channels, and partnerships with OEMs and carriers for pre-installs or on-device discovery. This transition requires dedicated resources, so getting a head start will put you in a great place. There are practical steps you can already take: forget the past and assign someone to manage it. Gone are the days of just submitting your app to one third-party app store to see what works – there’s more to work with. Resources to manage this transition are important, and having someone on your team lead the charge can help. Finally, review your team’s ability to manage multiple app versions, choose the right alternative stores and billing systems, and ensure your MMP and attribution setup can track performance across all builds and channels. This foundation is key to scaling beyond the traditional app store model. Those who prepare now will be positioned to lead as the ecosystem opens up.
2. Can you share examples of brands or developers successfully leveraging alternative distribution channels already?
We’re definitely seeing developers start to test and invest in alternative distribution, even if it’s still early days for most. Some of the biggest game publishers are already exploring these channels, and the early results are promising. It’s clear this is becoming a real part of the future app distribution landscape — and something developers increasingly recognize they can’t afford to ignore.
3. In your view, how does current market volatility compare to the disruptions of 2020 or the ad downturn in 2023?
Today’s market volatility is challenging, but it’s a different kind of disruption than in 2020 or even the ad spend downturn of 2023. The pandemic brought a sudden shock that upended everything overnight; today’s shifts—driven by economic uncertainty and platform changes—are more gradual and somewhat anticipated. The 2023 slowdown taught marketers to be more disciplined, ROI-focused, and deliberate with budgets. Now, brands are cautious and closely measuring investments, but they’re not frozen. This moment feels more manageable—less like a crisis, more like a continuation of the strategic restraint and optimization mindset that emerged in 2023.
4. Are you seeing brands increase or decrease their performance marketing budgets amid the uncertainty?
Most brands are being cautious in this climate, either keeping performance budgets flat or making slight reductions while doubling down on what’s already delivering strong ROI. There’s a noticeable shift toward conservatism, with teams scrutinizing every dollar and pausing more speculative or unproven channels. That said, a few savvy brands are doing the opposite: they’re leaning in selectively, using this time to test, experiment, and gain ground while others pull back. These brands understand that uncertainty often creates opportunity due to lower competition, better rates, and room to capture attention. By continuing to test and learn now, they’ll be in a stronger position to scale quickly when the market stabilizes. It’s a strategic play: those who invest in adaptability today will be far better prepared for what’s next.
5. How does Digital Turbine support brands in navigating both traditional and emerging app distribution paths?
Digital Turbine’s mission is to make multi-channel app distribution and growth easier for app developers and brands. We serve as a bridge between the traditional app store ecosystem and the newer, emerging channels. On one hand, we work closely with device manufacturers and mobile carriers to help brands get their apps discovered natively on devices – for example, through preloads or recommendations during a smartphone’s out-of-box setup. On the other hand, we’re deeply involved in the alternative distribution space. A recent example is our partnership with ONE Store, South Korea’s second largest app store. DT now brings ONE Store international to app developers around the world, opening a door to alternative distribution as markets shift towards a more open ecosystem. We leverage our large on-device footprint — we’re embedded in hundreds of millions of devices globally — to help brands distribute their app in channels that drive growth in ways they usually don’t see. We can deliver app recommendations, advertisements, or one-click install prompts directly to users’ devices in a way that feels seamless. In essence, we provide a one-stop growth platform that covers everything from the traditional app store promotion to the new world of alternative app stores and on-device app discovery, so app publishers and brands can reach users wherever those users choose to find apps.
6. What are the risks for brands that delay adopting alternative distribution strategies?
Brands that drag their feet on alternative distribution risk falling behind competitors and missing out on growth. The market has already started moving beyond the era when Google and Apple controlled everything, and it’s only moving there more. Ignoring alternative app stores or direct distribution channels now means forfeiting significant user segments and revenue streams that early adopters are already capitalizing on, and will continue to capitalize on. Delaying means you’ll have a steeper learning curve later. Competitors who embrace new channels today will by tomorrow have refined their marketing approaches for those platforms, earned experience, know-how and technical readiness. Catching up to that is hard. Moreover, remaining overly dependent on the two dominant app stores carries its own risk: policy changes or saturation in those stores could hurt your growth, and you won’t have other channels to offset the impact.
7. How can marketers balance brand investment with performance marketing during unpredictable times, and why does maintaining a testing budget give them an edge?
Brands that keep testing during downturns gain a clear edge. With less competition, they can learn faster, optimize more efficiently, and uncover new opportunities at a lower cost. This puts them in a stronger position to scale when the market rebounds, while others are still trying to catch up. Testing now is less about spending and more about staying sharp, adaptable, and ready to move.
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Ben Holmes, GM Demand at Digital Turbine
An AdTech and Mobile veteran with over 15 years of experience, Ben breathes programmatic and performance and is skilled in mobile advertising, digital strategy, advertising operations and supply mediation. He has a deep understanding of the players, the pipes, and the technology that make the mobile app ecosystem work.
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