For years, performance marketing in mobile has been concentrated within a small group of platforms. Meta, Google, and more recently TikTok have delivered scale, targeting precision, and operational simplicity. That concentration is now being reassessed.
Rising CPIs, signal degradation, and limited transparency are increasing volatility across major platforms. As measurement frameworks evolve and privacy constraints tighten, reliance on a narrow channel mix carries greater performance risk. For growth teams under pressure to maintain efficiency, diversification is shifting from tactical experiment to structural priority.
Against this backdrop, Zoomd has partnered with Business of Apps to publish App user acquisition beyond Meta, Google, and TikTok, a white paper examining how teams can expand their acquisition footprint without abandoning established performance channels.
The report does not advocate replacing the dominant ecosystems. Instead, it outlines a framework for complementing them.
It identifies five core pillars beyond the traditional walled gardens, including programmatic and DSP buying, OEM app stores, influencer activity, contextual placements, and AI-driven discovery. The emphasis is on incremental reach and measurable uplift, particularly at the D30 ROAS level.
A central argument is that over-concentration increases exposure to pricing shocks, algorithmic shifts, and signal loss. Diversified media, when tested with disciplined budget allocation and clear incrementality frameworks, can reduce that exposure while unlocking new user segments.
The white paper also addresses implementation considerations: how to set realistic expectations for new channels, how to structure testing cycles, and how to evaluate performance beyond surface-level metrics. It situates channel expansion within a broader shift toward more resilient growth architecture.
As acquisition economics tighten, the question for operators is less about abandoning established platforms and more about building a balanced channel mix that can withstand change.
Zoomd’s report provides a structured starting point for teams reassessing their dependency on the major ecosystems.
Access the full guide here.
