What are preloaded apps?Preloaded apps are mobile apps which are installed and licensed on new devices before they’re purchased. In other words, they’re apps that new device owners can interact with right out of the box. It’s a common user acquisition strategy for advertisers who work with OEMs and carriers, and wish to expand their performance-based marketing beyond traditional advertising sources.
Typically, preloads are done at the factory level, meaning the same apps are preloaded across all devices, without taking individual user preferences into account. Of course, this is not ideal for app advertisers who wish to maximize scale and usage while keeping performance cost-effective.