ChatGPT’s mobile app has raked in $1.35 billion so far this year, up 673% versus the same period in 2024, according to data from Appfigures. That’s a big jump from second-place Grok, which has made about $25.6 million this year. ChatGPT has been installed about 690 million times globally, compared to 3.5 million for Grok. ChatGPT’s lifetime global spending per download is $2.91.

There’s a “huge” disconnect between ad spend and attention as marketing budgets focus on big tech companies like Google and Meta, according to research from AI performance company Moloco, which found the independent app ecosystem delivers up to 214% higher financial return. Some highlights include of the report include:
· Consumer app revenue jumped 25% last year, yet 88% of ad spend still funnels to Google and Meta.
· Nearly two-thirds of 18–34-year-olds want to cut back on social media, while casual gaming, productivity and generative AI apps surge.
· Mobile app use is booming in places like South Africa, India and the Philippines.
· The independent app ecosystem now reaches over 2 billion daily active users, matching the combined reach of TikTok and Instagram.

“Too many advertisers are still over-indexing on Google and Meta. But the biggest returns we are seeing are happening outside big tech,” said Tom Shadbolt, Senior Insights Manager, Moloco. “The independent app ecosystem is quickly becoming the new engine for predictable and long-term performance. This research is a wake-up call for mobile app marketers.”

Protected by Mediocean, a solution for holistic ad verification, has partnered with the Internet Watch Foundation, bringing together the IWF’s data services with Protected’s AI-powered verification to deliver safer, more responsible digital advertising outcomes at scale. “Verification should not only protect, but empower,” said Asaf Greiner, General Manager, Protected by Mediaocean. “This partnership with the IWF reflects our commitment to making verification smarter, faster, and more aligned with our clients’ goals. By embedding IWF’s data into our platform, we’re operationalizing safety in a way that supports both integrity and performance outcomes.”

With 95% of advertisers planning to use AI at least somewhat to identify and learn about adtech vendors, according to a study from DBC and Advertiser Perceptions, DBC has launched a Generative Engine Optimization offering to help companies optimize for visibility in generative AI outputs across platforms. “AI isn’t just influencing creative or targeting in the ad industry, it’s redefining how adtech vendors are discovered, and potentially selected,” said Bill Daddi, President of DBC. “By aligning brand communication and marketing strategies with how LLMs retrieve and surface information, DBC AI Optimization will ensure our clients show up where decisions are being made in real-time conversations powered by AI.” DBC AI Optimization includes:
· AI Search Audit- An analysis of how a brand currently appears (or doesn’t) across generative search tools.
· Website Enhancement- Tailoring language, tone, and structure of web content for AI retrievability. This also includes retrofitting high-potential pages for Google’s AI Overviews.
· Off-Site Support- Enhancing presence across the web to further drive AI retrievability. Hand in hand with DBC’s strategic PR services, this offering addresses off-site reputation signals including Wikipedia editing, database alignment and repurposing content on indexed platforms like LinkedIn and YouTube.

Perion Network announced the launch of its Performance CTV Solution, a strategic expansion within its unified Perion One platform. The new offering aims to capitalize on the increasing demand for measurable advertising results in CTV, enabling advertisers to activate data-driven campaigns across streaming platforms such as Hulu, HBO Max, Disney+, NBC, Discovery+, and DirecTV.

Advertising automation platform Basis has partnered with INTRVL to improve how political advertisers find movable voters through digital channels. INTRVL’s data technology enhances ad effectiveness by identifying and targeting receptive audiences. By partnering with INTRVL, Basis will become the exclusive DSP where these segments are broadly available for Democratic, progressive, left-leaning, and non-partisan advertisers. Early results from INTRVL’s 2024 campaign partners have been significant:
· +120% increase in candidate support
· +80% higher lift in issue support
· +25% higher donation rate

“INTRVL is pushing a paradigm shift in the way campaigns target voters. Past strategies have not worked well for Democrats and it’s time to shift the thinking to find truly movable voters,” said Steven McAlpine, co-founder and CEO, INTRVL. “INTRVL benefits from the distribution and reach of Basis Technologies by reaching forward-thinking political marketers looking for new ways to change hearts and minds in 2025 and beyond.”

Interpublic Group (IPG) announced a partnership with Aaru, an AI company specializing in simulating human behavior, for what it’s calling “a “simulation studio” powered by “agents-based” research. The collaboration is designed to allow IPG and its agencies to use Aaru’s advanced technology to quickly predict how audiences will react to marketing campaigns, product launches, and media plans by integrating Aaru’s real-time simulation tools into IPG’s Interact marketing platform, replacing lengthy audience surveys. Jayna Kothary, IPG’s chief solutions officer, emphasized the need for real-time feedback to inform campaign strategy and customer engagement. Using Aaru’s AI tools alongside Interact commerce data, the goal will be to empower brands to accelerate growth.

MINT, an AI-powered advertising resource management software company, has acquired Redmill Solutions to complete what it calls the consolidation of the fragmented media planning technology space. The deal follows MINT’s recent acquisition of info³ and creates a fully integrated, end-to-end advertising workflow platform promising faster media planning processes.