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User acquisition costs drop in December — a pleasant surprise for iOS and Android publishers

The December index published today confirmed the trend, which gave marketers a rare respite in the ever-increasing cost of getting users to try out new apps. The CPM (cost per 1,000 users) is at $3.06 on Android, down from a peak above $4 in October. On iOS, the CPM was $4.15, down from a peak near $7 in October. Fiksu DSP said the trends showed how marketers poured a lot of money into the launch of the iPhone 7 in October. Read Full Article.

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