How to Grow Your App Through Content Marketing (Namely Outbrain and Taboola)
Babbel and Blinkist have crushed Outbrain & Taboola despite being apps. You really don't see much app-centric traffic driving to mobile web funnels (as qualifiers). This is a great post that documents how the Blinkist team has gotten to where they are in the channel.
As an added bonus, Gessica of the Blinkist team will be speaking at MAU Vegas 2018!MOBILEGROWTHSTACK.COM