App Store Optimization in 2024 — Trends to Look Out For

Our Head of ASO, Simon Thillay, has shared his thoughts and burning questions on the trends and changes to keep an eye on and prepare for this year!

1. AI in ASO. AI is undoubtedly here to stay. So which new tools can we expect to see emerge to further support the needs of app marketers? The second question that will become more and more prevalent is how the roles of ASO practitioners and app marketers transform with the time AI will allow them to save?

2. With the European Union’s Digital Market Act requiring Apple and Google to allow downloads from outside their stores by March 2024, could any new app stores emerge? Which challenges will they face? How will Apple and Google improve their stores to keep their users?

3. How will Google Privacy Sandbox, and the growing use of paid UA impact ASO? With ASO and paid UA being the cornerstones of app growth, a change to one often impacts the other. So, how will the upcoming release of Google Privacy Sandbox impact ASO and paid UA? And, what impact can the potential changes to Apple's SKAdNetwork bring?

Any thoughts on these exciting questions and challenges? Share with us in the comments below!

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