With app downloads declining for the first year on record in 2024, the importance of activating and engaging existing users has never been more important. Fortunately, consumer spend and engagement with mobile apps continues to soar as monetization and personalization strategies evolve and adapt to shifts in user preferences and behaviors. With transformation of AI capabilities, optimizing engagement strategies to individualize in-moment user experiences has never been more critical. Join fellow marketers in the consumer apps and services space to exchange insights, share strategies, and learn how others are optimizing strategy and maximizing budget to drive long-term user value and growth.