The Top 10 MMR Partner Posts of 2025

In 2025, Mobile Marketing Reads published dozens of partner columns covering the most pressing shifts in mobile growth, monetization, measurement, and creative strategy. A select group of those pieces stood out—not because of promotion, but because they aligned closely with the industry’s most urgent questions.

From signal loss and attribution uncertainty to AI-driven creative, app store dynamics, and new monetization formats, these partner columns consistently drew strong readership, engagement, and time-on-page. Below are the Top 10 MMR Partner Posts of 2025, and why each resonated with mobile marketers navigating a rapidly evolving ecosystem.

1. Why Attribution Is Not a Luxury: Cutting Through Signal Loss in 2025

By Udit Verma, Apptrove

As privacy constraints and platform fragmentation continued to redefine measurement, this column struck a nerve by reframing attribution not as an optional optimization layer, but as a foundational business requirement. The article resonated by directly addressing the operational risks of flying blind—lost budget efficiency, misaligned creative decisions, and stalled growth—at a time when many teams were reassessing their post-IDFA measurement stacks.

Marketers are under pressure to do more with less data. This piece articulated why attribution still matters, even when signals are imperfect, and offered clarity in an otherwise noisy debate.

2. How Google Play’s User Metrics Could Hurt—or Help—Your App Performance

By Gummicube

With Google Play doubling down on user-centric metrics, this article gained traction for translating platform-level changes into tangible growth implications. Rather than treating Play Store metrics as abstract signals, the piece connected them directly to visibility, conversion rates, and long-term performance.

App teams are increasingly store-led in their growth strategies. This article helped readers understand which metrics matter now—and how misinterpreting them can actively harm performance.

3. Leveling Up Ad Strategy: How Experian Is Powering Smarter Advertising in Gaming

By Suzanna Stevens, Experian

Gaming advertisers remain among the most sophisticated buyers in mobile, and this column explored how data-driven identity and audience intelligence are reshaping in-game advertising strategies. The article stood out by focusing on practical application rather than theory.

As UA costs fluctuate and retention becomes harder to sustain, gaming marketers are looking for smarter targeting approaches that respect privacy while maintaining scale.

4. Navigating Mobile Advertising’s New Frontier: A Q&A With Digital Turbine’s Ben Holmes

By Ben Holmes, Digital Turbine

This Q&A format offered a strategic, executive-level view of where mobile advertising is heading—from supply-side shifts to on-device discovery and alternative distribution models. Readers responded strongly to the candid discussion of challenges facing both advertisers and publishers.

In a year marked by uncertainty, decision-makers valued perspective from leaders operating at the infrastructure level of mobile advertising.

5. Boost Push Notification CTR With Skillful Segmentation: 5 Proven Strategies

By Pushwoosh

Amid rising acquisition costs, lifecycle and owned-channel optimization took center stage. This article delivered exactly what growth teams were seeking: actionable, segmentation-led tactics to improve engagement without additional media spend.

Push remains one of the highest-ROI channels in mobile, and this piece combined tactical depth with immediate applicability.

6. Tilting Point Expands $150M UA Fund Into Consumer Apps, Deploys $30M Across Quiet and Lifestyle Partner

By Tilting Point

This announcement-driven partner column gained attention by highlighting a broader shift: institutional capital moving deeper into consumer apps. Beyond the headline numbers, the article explored what this expansion signals for app founders and operators.

In a cautious funding environment, stories of scaled UA investment attracted both founders and marketers looking for validation of growth-focused models.

7. ResponsiveAds Introduces Programmatic Fluid 250: A New Approach to Display Advertising

By ResponsiveAds

As advertisers seek formats that perform consistently across devices and placements, this product-focused column stood out for addressing a specific creative and delivery challenge in programmatic display.

Display innovation is often incremental. This article resonated by clearly explaining why flexibility in ad formats matters for performance and monetization.

8. Global Mobile App Installs Rise 11% in H1 2025

By Adjust

Data-driven market overviews consistently perform well, and this report-backed article was no exception. By contextualizing install growth across regions and categories, it provided a counterbalance to narratives of market saturation.

Marketers are hungry for macro signals to validate strategy. This piece delivered concrete data at a time when optimism was cautiously returning to the market.

9. AppsFlyer’s 2025 Creative Report: AI, Emotion, and UGC Lead the Charge in Mobile Ad Performance

By AppsFlyer

Creative optimization emerged as one of 2025’s dominant themes, and this article captured that shift through data. By linking AI-generated assets, emotional storytelling, and UGC to performance outcomes, the piece aligned perfectly with how teams are rebuilding creative pipelines.

Creative is now a growth lever, not a supporting function. This article provided evidence, not opinion, to support that transition.

10. Odeeo and Claritas Partner to Deliver Cross-Channel Measurement for In-Game Audio Advertising

In-game audio remains an underexplored channel, and this partner column stood out by addressing one of its biggest barriers: measurement. By focusing on cross-channel attribution and standardization, the article elevated the conversation beyond experimentation.

As new formats mature, marketers demand accountability. This piece spoke directly to that requirement.