从归因到营销云，AppsFlyer解码营销增长与出海新逻辑

Core Insights - AppsFlyer announced a new positioning for its "Modern Marketing Cloud Platform" during the 2025 MAMA Mobile Internet Marketing Summit, emphasizing the need for cross-platform user behavior measurement and AI-driven decision-making capabilities [1][5] - The Chinese market's unique characteristics are accelerating the transformation towards a more comprehensive marketing solution, driven by mobile-first and data-driven trends [1][4] Group 1: Modern Marketing Cloud - The core architecture of AppsFlyer's Modern Marketing Cloud is based on "measurement - autonomous marketing - data collaboration," with strong cross-channel measurement as the foundation [1] - AI-driven autonomous marketing is highlighted as the core component, while data collaboration represents the top-level value [1] Group 2: AI and Marketing - AI is seen as a balancing force rather than a replacement, with human creativity and judgment complementing AI's scale and speed [2] - The application of AI in marketing is still developing, with breakthroughs expected in specific areas like creative generation and bidding optimization [2] Group 3: Globalization of Chinese Enterprises - Four significant trends in the globalization of Chinese enterprises include a shift from scale to quality, increased importance of re-marketing and user retention, diversification of target markets, and a leading willingness to explore AI-driven marketing [4] - The Asia-Pacific region accounts for over 50% of total installations, with North America and Europe being high-value markets [4] Group 4: AppsFlyer's Market Position - AppsFlyer holds approximately 70% market share in the Chinese outbound market, serving over 15,000 enterprises [5] - The company aims to provide certainty for businesses amid increasing uncertainties from privacy regulations and AI transformations [5] Group 5: Future Growth Engines - The next generation of applications with over 100 million monthly active users is expected to deeply integrate AI, focusing on user experience [6] - AppsFlyer has launched eight new products aimed at customer acquisition analysis, cross-platform journey measurement, and AI agent suites, showing significant value in marketing activities [6]