UA campaigns used to be about massive bursts to drive your free game or app up the free charts and hence gain additional organic installs.
But as we discussed at Pocket Gamer Connects Helsinki 2014 with Justin Vanning from HasOffers, which runs the MobileAppTracking service, the market is now a lot more targeted in terms of trying to find the best sources of users.
In that way, the trend has moved from quantity to quality.
"Our unique selling point is we are unbiased," says Vanning.
"We don't do anything with the advertiser's data. We don't resell it. We want the advertiser to do really well, and the publisher and ad network to do really well."
You can catch up with the rest of our content from Pocket Gamer Connects here.