Why an independent app ecosystem is the next growth frontier

In Southeast Asia, digital advertising is entering a new chapter. As one of the fastest-growing mobile-first populations in the world, app consumers are spending more time than ever across independent apps.

In Singapore alone, digital ad spend is expected to surpass US$1.94 billion this year, a remarkable 11% year-on-year growth. This reflects both rising digital maturity and intensifying competition for consumer attention. Yet the real story lies in where that attention is going. Beyond social media and video platforms, consumers are spending more of their mobile time on independent apps – from messaging and finance services to lifestyle platforms and gaming ecosystems.

Research shows that over half (51%) of daily mobile engagement occurs outside the walled gardens, highlighting a shift that marketers cannot ignore. From morning commutes to evening entertainment, users are moving across multiple touch-points daily, and advertisers must find ways to engage audiences wherever they are most active.

Despite this shift in consumer behaviour, 88% of mobile app advertising dollars remains concentrated with Google and Meta. The imbalance has left a substantial opportunity untapped, as independent apps collectively reach more than two billion daily active users – equivalent to the combined audiences of TikTok and Instagram.

Marketers who broaden their media mix to include these apps can access richer contextual signals that reflect not just demographics, but real-time user intent and engagement. This environment also encourages experimentation with dynamic, data-informed campaigns that respond to audience behaviour in real time, creating pathways to measurable performance that were previously unavailable.

Real-world examples illustrate this potential. In Indonesia’s highly competitive fintech market, Ajaib, the country’s first fully digital brokerage platform, saw untapped potential in reaching iOS users. While the company had already built a strong presence through Android and within walled gardens such as Meta and Google, scaling sustainably on iOS proved challenging. To grow further, Ajaib knew it needed more than just installs: it needed engaged, high-value users at efficient costs.

Partnering with Moloco, Ajaib adopted AI-driven strategies to optimise creative strategies and performance outside the walled gardens. They leveraged dynamic product ads (DPAs) that reflected real-time market changes, delivering more relevant and engaging ad experiences across the independent app ecosystem.

Within just four months, registration rates tripled, while install-to-verification conversions improved more than threefold. The use of DPAs delivered a two times boost in click-through rates and a 9% reduction in cost per registration.

By tapping into independent iOS apps with smart optimisation, Ajaib didn’t just grow its user base, it unlocked a more sustainable path to high-value growth.

“User behaviour is increasingly fragmented. People are spending more time exploring independent apps, and that creates new ways for marketers to reach the right users in the right context,” said Nopparat Yokubon, country lead, AUNZ and SEA at Moloco Ads.

The story is similar in Japan, where NetEase sought to launch its mobile racing game, Racing Master, in one of the world’s most competitive markets. The brand found its user acquisition costs running too high in a market where attention spans run short.

For NetEase, the brand had to balance reach with cost-efficient, high return on ad spend (ROAS) growth. Tapping on Moloco, the brand rolled out a full-funnel strategy combining premium independent apps, and layered optimisation.

The campaign started with shallow event bidding to drive installs and test performance. Then, AI was leveraged to target users most likely to deliver strong results, shifting the budget towards high-value cohorts.

By the end of the campaign, NetEase found that cost-per-installs reduced by 40% and increased ROAS by 50%. In a market where every dollar counts, NetEase found that the open app ecosystem could deliver not only scale, but sustainability.

“AI-powered advertising solutions allows marketers to respond in real time to how users interact across multiple apps. By understanding context and engagement, campaigns can find the audiences that matter most,” Yokubon explained.

Both case studies highlight a common formula: reach, relevance, and real-time optimisation. Advertisers navigating today’s fragmented landscape need these levers to drive performance effectively.

Real-time optimisation with Moloco Ads also allows marketers to adjust bids and campaign settings dynamically, based on live signals and performance outcomes ensuring efficiency in spend.

At the end of the day, advertisers must stay adaptive in a rapidly shifting environment where purse strings are tightening.

According to Yokubon, the key is to start small and scale smart. “Start with your data – that is your biggest asset. Then pair it with artificial intelligence and independent apps to run small, measurable experiments. You will quickly learn what works, and scale with confidence. That is how you build a resilient growth strategy in today’s privacy-first world.”

As mobile usage continues to dominate and measurement grows more complex, independent app ecosystems offer clarity, control, and performance that complement existing strategies. They are not a replacement for walled gardens, they are an essential part of a multi-channel approach to today’s evolving advertising landscape.

“Advertisers that integrate independent apps alongside other channels can capture fragmented attention more effectively. Using AI-powered tools to deliver the right message at the right moment makes campaigns more efficient and impactful,” Yokubon added.

This article was written in collaboration with Moloco by Nopparat Yokubon, country lead, AUNZ and SEA at Moloco Ads.