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The growing shift toward mobile-based browsing has led advertisers to explore new ways to optimize user engagement and increase ad conversions. Leveraging system browsers as a tool for enhancing mobile ad conversions has emerged as a promising strategy in digital marketing. Unlike in-app browsers, system browsers offer a more familiar and seamless browsing experience, reducing friction in the customer journey. By utilizing native browsers, marketers can access advanced tracking capabilities, maintain session integrity, and deliver personalized content, leading to higher conversion rates. Additionally, system browsers are often more secure and less prone to technical limitations, enhancing trust and reducing bounce rates. This paper explores the impact of system browsers on mobile ad performance, highlighting their role in improving user experience, reducing page load times, and supporting multi-tab browsing. With consumers increasingly prioritizing privacy and security, leveraging native browsers also allows marketers to stay compliant with data protection regulations while still tracking user behavior through approved mechanisms. The study presents insights into how system browsers can drive more meaningful engagement, reduce abandonment rates, and ultimately contribute to better advertising return on investment (ROI). By integrating system browsers into mobile ad campaigns, marketers can unlock new opportunities to enhance both user satisfaction and conversion outcomes in an increasingly mobile-first world.
Joshi et al. (Sat,) studied this question.