The Future of Mobile App Retargeting: 5 Strategies That Actually Work in 2025

Retargeting’s not dead. It just evolved.

While most teams are still mourning the pixel, smart apps rebuilt from the ground up.

No drama. No hacks. Just systems that actually work in 2025.

Let’s break down how they’re doing it.

Learn

Last week, a UA lead told me their retargeting ROAS dropped 47% overnight after iOS 18.

Sound familiar?

You’re not alone.

The old playbook—pixel-perfect audiences, behavioral retargeting, demographic-based personalization—is crumbling.

But some apps aren’t just surviving.

They’re scaling.

The difference?

They didn’t mourn the loss of precision tracking.

They rebuilt smarter, privacy-aligned retargeting systems—faster than most realized.

Here are 5 strategies that are working right now in 2025.

Optimize

1. Predictive Segments Beat Past Behavior

It’s not about what users did last week.

It’s about what they’ll likely do next.

• Use AI to find patterns that indicate future actions

• Model segments from first-party data (time spent, purchase proximity, usage streaks)

• Skip monthly updates—optimize weekly

🧠 Real Example: A gaming app increased D7 retention 35% by shifting from “users who completed level 5” to “users 80% likely to become monthly spenders.”

2. Cross-Device Journey Retargeting

Mobile isn’t an island. Neither is your user.

• Map full-funnel touchpoints across devices

• Retarget based on journey stage, not device

• Match using logins/emails + privacy-safe modeling

💡 Impact: A fintech app increased completion rates by targeting “abandoned applications” rather than “mobile users.”

3.  Privacy-First Dynamic Creative

Personalization isn’t dead—it evolved.

• Target moment-based context (device, time, app state)

• Use on-device signals (e.g. session depth, exit intent)

• Adapt creatives dynamically without deep profiles

📈 Result: A commerce app doubled CTR using creative that changed based on cart behavior and timing—with 60% less data collection.

4. Contextual Targeting 2.0

Context isn’t a fallback—it’s the new performance edge.

• Use contextual AI to match signals like location, weather, events

• Build native-feeling ad experiences

• Pair with first-party insights for stronger intent

🔥 Real Example: A travel app boosted bookings 40% using campaigns triggered by weather + holiday events.

5. First-Party Data as Strategic Asset

Stop collecting everything. Start collecting what matters.

• Build value-based opt-in flows (transparency > terms of service)

• Reward data sharing (custom features, better UX)

• Use progressive consent flows

🔒 Proof: A subscription app raised opt-in rates 40% with clear messaging about how data improved the experience.

Grow

These strategies don’t just help you adapt to privacy.

They help you build retargeting that actually compounds—based on context, not identity.

And if you’re unsure where your UA system is constrained—whether it’s retargeting, creative, tracking, or something else—

I built a tool to help.

🧠 UA Constraint Finder

It diagnoses your biggest bottleneck in 3 minutes and sends a report to your inbox.

Try it here:

https://tally.so/r/mYKdyJ

Thanks to everyone who already gave feedback—I’m already iterating to make the insights more actionable and deeper per constraint.

I’m working on turning this into a suite of tools that help UA leaders move faster, with clarity.

If you hit a constraint and want to talk it through, DM me. Always happy to help.

Until next time—

Daniel