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Learn about the latest trends in mobile app promotion, including Black Hat shortcuts; the new trade in recycled apps; paid installs vs. organic installs; incentivized ads vs. non-incentivized ads; and mobile campaigns vs. desktop or offline campaigns.


  • Developers are desperate for consensus over which of the many available tools are best for acquiring and retaining app users, but industry insiders say there are no universal answers.
  • A significant minority of top app publishers are reportedly using Black Hat techniques, which try to push apps up store rankings through falsely-generated downloads, reviews, and searches.

Features and Benefits

  • Find out what the latest trends are in mobile app promotion.
  • Learn about under-reported parts of the app-user-acquisition industry, such as Black Hat and the trade in recycled apps.

Key questions answered

  • What are the latest trends in mobile app promotion?
  • What are some of the more unreported parts of the app-user-acquisition industry?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market momentum

  • No end to app frenzy yet
  • Reorientation

Market dynamics

  • Organic installs
  • Dirty tricks
  • Incentivized ads
  • App store optimization
  • Paid UA
  • Data analytics


  • Methodology
  • Further reading
  • Author

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