What is app cross-promotion?

App cross-promotion is a marketing strategy used by mobile app developers to promote their apps to users of other apps, with the aim of encouraging them to download and use the promoted app.

App cross-promotion can take many forms, including banner ads, interstitial ads, push notifications, or in-app recommendations. For example, a game developer may promote their new game to users of their existing game by showing an interstitial ad after the user completes a level. Alternatively, a fitness app developer may promote their app to users of a nutrition app by sending push notifications with a link to download their app.

In this way, app cross-promotion is an effective strategy for developers hoping to achieve UA and increase the LTV of existing users. By targeting users who have already shown an interest in similar apps, developers can increase the likelihood that these users will download and use their apps. Additionally, because app cross-promotion does not involve paid advertising, it can be a cost-effective way for developers to market their apps. With the aid of an MMP, cross-promotion efforts can be measured, and their impact can be determined quickly to build on or modify future cross-promotion strategies.

Publishers can use their ad inventory to run promotion ads within their mediation layer to cross-promote. This is the use case for direct sold campaigns, a key feature of MAX.