This document discusses how apps have become more important than ads for engaging consumers. It notes that less than 0.09% of display ads actually lead users to the associated app. The document advocates for a "Universal App" that can be delivered across digital channels like websites, mobile apps, and social media as easily as ads. It proposes an "App Factory" platform that would allow apps to be modularly composed and streamed to users in real-time, tracking engagement across channels. This would provide a more consistent brand experience than the current "hodgepodge" of approaches across different platforms and media types.