What is the Digital Markets Act (DMA)?

The Digital Markets Act (DMA) came into force in November 2022 and became applicable starting May 2023. It was introduced alongside the Digital Services Act (DSA) as part of the European Commission’s wider strategy to regulate the digital economy. Together, the two laws aim to reshape how powerful tech platforms interact with businesses and consumers across Europe.

Under the DMA, platforms can be designated as “gatekeepers” if they control core services such as app stores, operating systems, search engines, marketplaces, or social networks, and meet strict thresholds for revenue, market capitalization, and active user numbers.

The regulation draws a sharp line between what gatekeepers must do and what they must not do.

What gatekeepers must do

• Allow interoperability with their core services
• Provide business users access to data they generate
• Share transparent ad performance metrics with advertisers
• Enable users to uninstall pre-installed apps and switch default services easily

What gatekeepers must not do

• Combining personal data across services without user consent
• Using non-public business data to compete with companies on their platforms
• Ranking their own services ahead of rivals
• Blocking app developers from promoting offers outside of their app stores

Noncompliance can result in fines of up to 10% of a company’s global annual turnover, rising to 20% for repeat violations. In 2025, enforcement began in earnest, with Apple fined €500 million and Meta €200 million for breaches, demonstrating the Commission’s willingness to act.

For mobile marketers and developers, the DMA has a far-reaching impact on the rules of engagement with dominant platforms that control distribution, advertising, and user data.

One of the biggest shifts comes from app store obligations. Gatekeepers such as Apple and Google must allow fairer access to app distribution, reduce restrictions on in-app promotion, and support easier uninstallation of pre-installed apps. This lowers barriers for developers looking to acquire and retain users outside of gatekeeper-controlled ecosystems.

Advertising transparency is another critical change. Under the DMA, marketers gain standardized access to performance metrics across major platforms, reducing dependence on walled-garden reporting. This means campaign ROI can be measured with greater independence and comparability, allowing smarter spend allocation across channels.

For mobile attribution and analytics, the regulation strengthens opportunities for cross-platform measurement. Interoperability and data portability requirements create new pathways for consistent customer journeys, while privacy rules limit the ways gatekeepers can leverage non-public data against advertisers.

Overall, the DMA aims to rebalance the playing field, giving mobile marketers and developers more freedom, transparency, and tools to build sustainable growth strategies that align with user rights around data protection, without relying exclusively on gatekeeper policies.

The DMA is not a one-time regulation, it marks the beginning of a more regulated digital ecosystem in Europe. Over time, this could lead to:

• More open distribution options beyond the largest app stores
• Greater comparability in advertising performance across networks
• Stronger interoperability between services, reducing user lock-in
• Clearer frameworks for how new technologies like AI integrate into gatekeeper platforms

For mobile marketers, the long-term effect is a more predictable and transparent landscape for acquiring users, running campaigns, and building cross-platform experiences.

Adjust helps mobile businesses navigate this evolving landscape with reliable attribution, privacy-first measurement, and actionable insights across all platforms. 

Request a demo today to see how Adjust can support your app’s growth worldwide, including in Europe’s changing digital market.