Expanding across app and web is becoming a core part of how apps grow. Recent platform and regulatory changes have accelerated this shift, giving teams more flexibility in how they design purchase flows and engage users beyond a single surface.

The landscape is evolving quickly. The rules, constraints, and best practices are still taking shape, and teams are making decisions in real time about how to implement, test, and scale. The gap is widening between those actively learning in market and those still waiting to see how it settles.

Users now move fluidly between app and web before they convert and before they stay, and each handoff introduces new points where revenue can be lost or performance can break down.

Teams making the most progress are paying close attention to these moments, designing how monetization works across app and web as a connected system, and refining how it performs as conditions change, including where App2Web and Web2App are starting to show meaningful impact.

In this session, operators and experts share what that looks like in practice: what actually changed when they started testing across app and web, what moved conversion and revenue, where things broke, and what they’re prioritizing next as the space continues to evolve.