Why Direct Traffic Beats Ad Networks for User Acquisition
- Fátima Castro Franco
- 5 days ago
- 3 min read
For years, mobile studios have relied on ad networks to acquire users at scale. Networks aggregate inventory from thousands of sources and auction it to the highest bidder. The promise? Instant installs at massive volume.
But in 2025, the cracks are showing. Rising CPIs, fraud, and lack of transparency mean that many installs from ad networks don’t deliver the retention or ROAS studios need.
That’s why more marketers are shifting to direct traffic sources — platforms that connect apps directly with real users, without middlemen.
The Problems With Ad Networks
1. Brokered Traffic
Ad networks aggregate traffic from multiple sources, reselling it to advertisers. This creates:
Less transparency → you don’t know where users come from.
Lower quality → networks optimize for scale, not retention.
2. Rising Fraud Risk
With complex chains of reselling, ad networks can’t always filter out bots, click farms, or fake installs. Even with fraud detection, marketers still risk wasted spend.
3. Auction Fatigue
Networks run on real-time bidding (RTB). As more advertisers compete, CPIs rise, and smaller studios often get priced out.
4. Limited Targeting Depth
Networks offer broad targeting (geo, device, OS), but struggle with more nuanced signals like player genre preferences or competitor app installs.
Why Direct Traffic Wins
1. Transparent User Source
Direct platforms connect you with users from a specific, known source (e.g., a recommendation app, loyalty ecosystem, or in-game placements). You know exactly where your installs come from.
2. Higher Retention & LTV
Because direct traffic comes from users actively choosing new apps, they’re more likely to stick, retain, and monetize.
3. Fraud-Free Installs
Direct traffic avoids the reselling chains of networks, drastically reducing the chance of fake installs or attribution fraud.
4. Smarter Targeting
Direct UA platforms often use AI-driven targeting to segment by:
Age and gender
Game genres
Competitor titles
This level of precision leads to better ROAS compared to generic network campaigns.
Case in Point: Gamelight
Gamelight is a leading direct traffic UA platform that delivers over 50K daily installs from its own mobile game recommendation platform.
What makes it different from ad networks:
Direct source: 100% of traffic comes from Gamelight’s own platform.
AI-powered targeting: Find users by age, genre, or competitor titles.
Fraud-free CPI campaigns: Every install is real and measurable.
Self-serve dashboard: Launch campaigns in just 5 minutes.
When to Choose Direct Traffic Over Ad Networks
You’re tired of rising CPIs on traditional networks.
You need installs that retain and monetize, not just volume.
You want more control and transparency in your UA.
You’re scaling globally and need predictable performance.
Final Thoughts
Ad networks still have their place in mobile UA, but their reliance on brokered traffic, rising fraud risk, and opaque auctions make them increasingly inefficient.
Direct traffic platforms like Gamelight provide a cleaner, more transparent path to growth — delivering installs from real users who choose to engage, with higher retention and better ROAS.
Looking to boost your game's user acquisition?
Utilize a self-serve dashboard to easily and effectively enhance your UA efforts. These user-friendly dashboards give you complete control over your budget and offer extensive targeting options, making it a smart choice for elevating your game's reach.
Gamelight’s advertising platform is a leading mobile marketing solution equipped with an intuitive self-serve dashboard. Operating on a CPI basis, it drives direct traffic from a self-published mobile game recommendation platform. Moreover, you can set up your account and launch your first campaign in just 5 minutes!
If you need help, fill in THIS FORM and one of our team members will get back to you within 24 hours.
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