The End of the Duopoly: What’s Next for App Growth

How can app marketers succeed when privacy limits tighten, data scatters, and algorithms keep rewriting themselves? The answer lies in smart diversification of UA channels, and this episode of Points of Growth breaks down how to do it effectively without draining budgets.

As performance swings wildly from update to update, today’s mobile landscape demands going beyond the traditional duopoly of Meta and Google. Smart teams are spreading their budgets across new frontiers by testing DSPs, OEM placements, and niche platforms that reward experimentation. But channel diversification only works when the foundations are solid: clean tracking, consistent KPIs, and tailored creatives.

For app marketers, who seek to future-proof their UA strategy, this episode lays out a roadmap for resilience and sustainable growth. The future belongs to those who embrace diverse UA channels rather than relying on a single algorithm to save them.

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Our speakers:

Neha Dawar, Business Development Manager at Yango Ads and host of the podcast

Daria Gordeeva, Business Development Manager for Yango App Campaigns

Lorenzo Rossi, Co-founder of mobile app marketing agency Replug

Produced by: Tsvetelina Miteva, Castpodcast Studio

Co-producers: Ivan Venberg, Andrei Belousov