The Rising Cost of UA: How Native Ad Platforms Offer a More Efficient Growth Path

Why UA Costs Are Rising in 2026

Apple’s ATT framework and Google's Privacy Sandbox have forced advertisers into a post-identifier era. Tracking precision has dropped, leading to less efficient targeting and retargeting.

With more apps entering the ecosystem daily, the competition for high-quality users is intense. As a result, Cost Per Install (CPI) has surged across Facebook, Google, and TikTok. For some verticals like gaming, finance, or health, CPI has nearly doubled in the last 12 months.

Without access to granular user-level data, algorithms have less to optimize with. Campaigns become broader, costlier, and less efficient.

Social & Search Are No Longer Sufficient

Meta Ads. Google App Campaigns. TikTok Ads. These traditional UA giants have their place, but in today’s ecosystem, they are not enough on their own.

Here’s why:

• Saturated inventory = higher cost per reach
• Creative fatigue reduces CTR and conversions
• Algorithms are black boxes with limited transparency
• CPMs remain high despite declining ROAS

To counter this, app marketers need to diversify, and this is where native advertising shines.

The Native Advantage: Cost-Efficient UA Without Compromise

Native advertising integrates seamlessly into the user’s in-app experience. Unlike interruptive banner or interstitial ads, native ads match the look and feel of the app’s content, delivering:

• Higher engagement
• Lower bounce rates
• Better user intent alignment

But native isn't just about aesthetics, it’s about performance efficiency.

Let’s look at how.

Why Native Ads Work Better for UA in 2026

Native placements often occur in content-rich environments (news, games, utility apps) where users are already in discovery mode. This intent-driven context improves conversion likelihood.

Native ad formats, like scrollable cards, offerwalls, and embedded recommendations, have viewability rates over 80%, far surpassing display or video ads.

With less competition and higher CTRs, native ads often drive 20-40% lower CPA compared to Facebook or Google ads.

Native supply often sits within curated publisher environments, ensuring brand safety and relevance that boosts trust.

GROW by PubScale: Native Supply Built for Efficient UA

GROW is PubScale’s proprietary native ad platform designed specifically to power performance marketing for app developers. It's not just another ad network; it’s a full-stack native supply engine optimized for results.

Key Features:

• High-Intent Native Inventory: Placements in games, finance, entertainment, utility, and news apps.
• Smart Targeting Algorithms: Combines contextual signals + real-time performance data.
• Transparent Reporting: Track metrics like ROAS, LTV, retention, and ARPU, not just installs.
• Plug & Play SDK Integration: Quick setup, low latency, and GDPR/CCPA-compliant.

Real-World Results from GROW

Let’s look at data from GROW’s top-performing campaigns:

Real-World Results from GROW

These numbers are not hypothetical; they’re from real clients running UA campaigns through GROW’s native supply.

Who Benefits Most from GROW’s Native Platform?

Mobile Gaming Apps

Native ads in other games or reward environments attract high-LTV, engaged users who are already familiar with similar mechanics.

Fintech & Utility Apps

Users discovering these apps through content-driven placements often convert better due to higher trust and contextual alignment.

Emerging Market Apps

GROW’s native supply has deep penetration in India, MENA, LATAM, and SEA, where CPIs remain lower and ad fatigue is minimal.

Subscription & Commerce Apps

Native formats reduce friction and drive lower CAC and higher free trial activation rates.

Why Native UA Is Also More Sustainable

Beyond cost efficiency, native campaigns drive higher long-term value. Why?

• Users are less likely to churn because they discovered the app organically in a relevant context.

• Better retention metrics feed UA algorithms with positive signals, improving auto-optimization.

• Sustainable scale via long-tail publishers, not just a few dominant platforms.

Tips to Maximize UA Performance with Native Platforms

1. Localize Your Creatives Use region-specific messaging and visuals to boost engagement in GROW’s high-performing markets.

2. Use Deep Links for Seamless UX Drive users straight to personalized in-app pages to reduce bounce.

3. Test Offer-Based CTA Hooks “Get Free Coins,” “Unlock Premium,” or “Save 30% Today” work well in native contexts.

4. Leverage Post-Install Metrics Track LTV, retention, and purchases to inform campaign optimization, not just installs.

5. Don’t Over-Rely on One Channel Use GROW alongside Google UAC and Meta to build a diversified and resilient UA strategy.

Why PubScale Built GROW: From UA Pain to UA Power

At PubScale, we’ve worked with hundreds of developers facing the same UA challenge:

“We can’t scale efficiently anymore. CPIs are up. ROAS is down. What else can we do?”

That’s why we created GROW, to unlock new growth channels that are:

• Less crowded
• More cost-effective
• Easier to optimize
• Built with performance, not just reach, in mind

In short, we built GROW for this moment in UA.

Why PubScale Built GROW: From UA Pain to UA Power

Final Thoughts: Rethinking UA Strategy in 2026

If you’re still investing 90% of your UA budget in just Facebook and Google, you’re not scaling smart; you’re scaling expensively.

In today’s UA climate, native advertising is not optional; it’s essential. And platforms like GROW are giving app developers the tools, reach, and cost-efficiency to thrive.

Cut your CPIs. Increase your retention. Scale sustainably.

Ready to GROW Smarter?

Let’s talk. Contact us to see how we can power your next growth sprint with contextual native ads built for 2026.

Request a Demo of GROW