Core Insights - The 18th edition of the AppsFlyer Advertising Platform Performance Report marks the 10th anniversary of the report, highlighting a significant recovery in the global mobile application market, with in-app purchase (IAP) revenue expected to exceed $150 billion in 2024, a 13% year-on-year increase, the highest growth rate since 2021 [1][2] - The growth is primarily driven by non-gaming applications, which saw a 25% increase in spending, while AI application downloads surged over 200%, indicating a strong upward trend in the market [1][2] Advertising Budget Trends - The report indicates a rebound in mobile advertising budgets for 2025, with iOS contributing significantly to this growth. Budget allocation reflects a dual trend of "concentrated investment" and "selective expansion" [2] - Concentrated investment is evident as 60% of the top five media channels experienced year-on-year growth, while 80% of channels ranked 6-10 also saw increases. In contrast, only 30% of channels ranked 11-20 showed growth, indicating a strategic shift towards proven effective channels [2] - On the Android side, spending remains focused on top media, while iOS advertisers are diversifying their investments across mid-tier channels, suggesting a more balanced approach [2] Report Methodology Changes - Due to the implementation of Apple's App Tracking Transparency (ATT) framework, the report's statistical methods and ranking dimensions underwent significant adjustments in 2023. However, it continues to categorize data into gaming and non-gaming segments for both iOS and Android platforms [3][4] - The report analyzed 92 media channels based on 39,000 applications, 16.2 billion paid activations, and 9.6 billion re-engagement conversions, introducing a new "Creative Index" to evaluate media channel performance [3][4] Gaming Market Insights - The global mobile gaming market peaked at $58.8 billion in 2021 but has since stabilized between $53 billion and $57 billion, indicating a shift towards refined operations and structural adjustments [5] - The report provides a comprehensive ranking of media channels for gaming applications, with notable performances from platforms like Search Ads, AppLovin, and Google Ads across both iOS and Android [8][9] Non-Gaming Market Dynamics - In the non-gaming sector, the top media channels remain stable, with Apple Ads, Meta, Google, TikTok for Business, and Snapchat leading the competition. The focus is on deeper engagement in niche scenarios and user lifecycle value [23][27] - The report highlights the emergence of new media channels in the mid-tier segment, indicating a dynamic shift in the advertising landscape [23] Creative Index Insights - The newly introduced Creative Index evaluates the effectiveness of various ad formats, focusing on user engagement and conversion drivers. It assesses performance across different ad types, including animation, live-action, and user-generated content (UGC) [40][41] - In the gaming sector, AppLovin leads in overall creative performance, particularly in "playable" and "animation + live-action" categories, while TikTok for Business shows strong results in UGC [41][42]

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Core Viewpoint - HighCo has completed the sale of its 51% stake in High Connexion to a group of investors, which aligns with its strategy to focus on core business development and will allow for an exceptional dividend distribution to shareholders [1][2][4]. Group 1: Sale and Financial Impact - The sale of High Connexion will enable HighCo to distribute an exceptional interim dividend of €1.00 per share, with the payment scheduled for 5 September 2025 [2]. - This transaction is part of HighCo's strategy to enhance its core business, particularly in the Activation and Consulting & In-store media selling divisions [2][3]. Group 2: Future Growth and Strategy - HighCo plans to continue its growth, investments, and innovation policy, especially focusing on its Activation division in 2025 [3]. - Didier Chabassieu, Chairman of the Management Board, emphasized the strategic nature of this disposal, highlighting the company's ability to create value and reward shareholders [4]. Group 3: Company Overview - HighCo is listed on Euronext Paris and has nearly 450 employees, achieving a Gold rating from EcoVadis, placing it in the top 5% of companies for CSR performance [5].