Israel Mobile Summit 2025 - Event highlights

This year, on October 29, 2025, the Remerge team attended the Israel Mobile Summit in Tel Aviv - one of the industry's leading events in gaming, ad tech and app marketing. We had our own booth at the expo and got the chance to catch up with a wide mix of clients, partners and old friends from the app and gaming worlds. Take a look below for photos, event highlights and a panel discussion video featuring Remerge's Senior Director of Sales (EMEA), Kate Taganova.

Dive into the full video below, or skip to 05:38, 10:02 and 20:40 to watch Kate's talk on probabilistic retargeting, incrementality and creative ideation.

(05:38) Probabilistic retargeting

• Probabilistic is a hot topic and has become the market standard helping you to reach your users.
• ID-less traffic is cheaper than ID-enabled traffic, and can help you to improve your cost per returning user.
• Companies new to retargeting always ask who they should retarget, but there is no one-size-fits-all strategy. Every app has a unique user drop off, so you need understand your users’ organic behavior to know when to retarget them.
• Data shows that about 50% of users churn by day 4, so sometimes waiting until day 7 may already be too late. You could lose users to competitors. Retargeting is the key to keeping users engaged and spending in your app.

(10:02) Incrementality

• Incremenetality is a big topic and it helps advertisers to understand if retargeting brings value.
• Cannibilization is a big concern for many companies and it makes them hesitant around retargeting. From our perspective, incrementality doesn’t replace attribution, it’s an additional tool you can use to get audience insights.
  
• We recommend using incrementality to help you understand which segments perform better and which ones bring you additional incremental revenue.
• It can be hard to interpret results, so make sure you have enough resources in place to do a thorough analysis.

(20:40) Creative ideation

• Many advertisers make the same mistake of using the same ad creatives for both their User Acquisition (UA) campaigns and their retargeting campaigns.
• You should always use different CTAs depending on the objectives of your ads.
• Different creative formats impact scale, so the more formats you have, the more opportunities you have to find the right users and bring them back to your app.
• To ensure you reach high-value users, you should experiement with all formats like video, native, banners, etc.
• At Remerge, we us an AI algorithm that tests and learns from creative ideation to help allocate budget toward the best-performing creatives.
• Deep links are essential to create a seamless experience to ensure you direct users back into your app - not the App Store.
• For one of our clients, we saw re-engagement rates increase by 250% when they implemented deep links for iOS. Deep links are a must for a better user journey and experience.