Vertical playbook · US commercial localization

Mobile App Growth Playbook.

Commercial localization for app-growth vendors, app-first DSPs, and mobile performance platforms scaling into the US.

Mobile DSP is true — but too small. Apps DSP is the better category frame.
Evgeny Popov
Scope this playbook → Run the US-motion diagnostic
Fast read · Best for

app-first DSPs and mobile-growth vendors with US signal but a weak local motion

Evgeny Popov Evgeny Popov
playbook/mobile-app-growth Vertical playbook
Main wedge
Apps DSP, not Mobile DSP
Primary risk
the buyer compares you only to AppLovin / Moloco / Liftoff
Proof needed
incrementality + transparency + CTV / commerce extension
Best next step
run the US-motion diagnostic →
Executive summary

Most vendors localize the wrong thing.

Most app-growth vendors do not fail in the US because the market lacks demand. They fail because they localize the wrong thing. They translate messaging, hire sellers, and build pipeline before they know which buyer tier will believe the product, which incumbent they can displace, which measurement story will hold, and which proof point travels.

The US opportunity is rarely a cold-start demand problem. App marketers already spend across gaming, commerce, subscription, retail, fintech, travel, and marketplace apps. The harder problem is commercial localization: who to target first, how to position against AI-led incumbents, how to prove measurement, and how to turn mobile demand into a broader apps DSP motion across mobile, CTV, commerce, and app engagement.

Plate 01 · Signature figure
One apps DSP across two screens: a phone for UA, retargeting and LTV; a connected TV for brand performance, household reach and measurement UARetargetingLTV Mobile Brand performanceHousehold reachMeasurement Connected TV The apps DSP
The Apps DSP — mobile + CTV demand routed through one programmatic control layer. Hover a pillar for detail.
Sequence
Start with the buyer tier most likely to believe the wedge.
Positioning
Position as app-growth infrastructure, not just another mobile DSP.
Measurement
Build the measurement story before the first serious enterprise pitch.
Expansion
Use CTV, commerce, retail media, and app engagement as expansion layers, not distractions.
Proof
Create US proof that travels across agencies, app marketers, and partners.
The evidence under this playbook

What the Machines Can See

The State of Mobile App Growth in 2026

  • 11app-growth platforms and 5 channels scored on 11 dimensions
  • 272findings re-checked
  • 119row corrections ledger
Read the paper
Why now

State of the category: 2026.

The context a US buyer already holds in their head. A challenger that does not address it gets dismissed before the demo.

  • Axon / AppLovin gravity

    AppLovin reshaped app growth around AI-led performance — the AXON engine, AppDiscovery, and (since Oct 2025) the Axon platform + self-serve Axon Ads Manager — and has expanded beyond core gaming into commerce and broader performance advertising. Having sold its mobile gaming business to Tripledot Studios (2025), it is now a pure ad platform. Any challenger needs a clear answer to why a buyer should test something else.

  • AI-led buying is table stakes

    Buyers expect algorithmic optimization, creative learning, predictive bidding, and autonomous budget movement. The wedge cannot be "we have AI." It must be where the model is different — more transparent, more controllable, or better matched to the buyer’s portfolio.

  • Privacy-safe attribution is fragmented

    SKAN, AdAttributionKit, MMP reporting, platform attribution, incrementality, MMM, and modeled conversions all tell different parts of the truth. The vendors that win explain how these layers reconcile — not which one is "right."

  • Android signal risk is not static

    Android attribution and privacy roadmaps changed materially: Google retired the Privacy Sandbox advertising APIs (Oct 2025) on both Chrome and Android. Do not rely on outdated Privacy Sandbox assumptions — validate current Android measurement status before making roadmap or product claims.

  • CTV is an expansion layer

    CTV can extend app-growth strategy into household reach, retargeting, co-viewing, and upper-funnel reinforcement — but only with a credible measurement bridge back to app outcomes.

  • Commerce and retail media are entering the conversation

    Retail, marketplace, QSR, travel, fintech, and commerce apps increasingly evaluate app growth through LTV, repeat purchase, and closed-loop outcomes — not just CPI or install volume.

Named only as neutral examples, never ranked. Market + platform references last validated: June 2026 — revalidate before pitch use (AppLovin / Axon, SKAN / AdAttributionKit, Android Privacy Sandbox status).

Decision tool App DSP landscape matrix A decision tool for understanding app-growth platforms by objective, capability, measurement model, service model, and commercial maturity.

The app DSP market is not one category. Some platforms are built for AI-led user acquisition. Some are retargeting specialists. Some combine DSP, exchange, SDK, or mediation assets. Some are self-serve infrastructure. Some are closer to managed growth platforms. This matrix is not a ranking. It is a way to understand fit, proof, and buyer diligence.

Market references last validated: June 1, 2026. Revalidate before pitch use.This matrix is a decision and diligence tool, not a ranking. A positive status ("strong" / "supported") is assigned only where a vendor’s public positioning directly supports it. Most granular capability fields are marked "validate" (likely relevant — check current docs) or "unknown" (no reliable public support found). Funding, valuation, revenue, ownership, IPO status, MMP / SKAN / API support, and clean-room / CTV / incrementality specifics are never invented — confirm them against current vendor materials before you act. Last validated June 2026.

App DSP Landscape Map APP DSP LANDSCAPE INPUTS · SIGNALS IN MMP app events CRM / LTV creative CTV exposure commerce signals SKAN / AdAttributionKit AI performance gravity — large self-optimizing networks where automated bidding and creative pull most performance spend toward a few black-box engines. AI performance gravity Self-serve transparent DSPs — buy-side platforms offering log-level data, open auctions and granular control for teams that want to operate the buy themselves. Self-serve transparent DSPs Retargeting specialists — point solutions tuned for re-engagement and lower-funnel reactivation of known users rather than broad acquisition. Retargeting specialists OEM / on-device — device-maker and pre-load inventory that reaches users at the handset level, outside the open programmatic auction. OEM / on-device End-to-end app growth — full-stack partners that bundle acquisition, measurement and re-engagement into one managed growth motion. End-to-end app growth Walled-garden benchmarks — the closed first-party platforms whose scale and signal set the cost and quality bar every other channel is measured against. Walled-garden benchmarks The control layer — where signals are unified and turned into buying decisions. Each archetype around it plays a distinct role; none is "the leader". APPS DSP control layer OUTPUTS · MOTIONS OUT UA re-engagement CTV-to-app suppression LTV optimization BI / MMM feed Role fit, not a leaderboard.
A role-fit map, not a leaderboard. The diagram scales to fit; on small screens it shrinks rather than scrolls.

How to use this matrix

  • Start from the objective, not the vendor — use the buyer checklist to name what you are optimising and how you will measure it.
  • Read every "validate" as a question to ask the vendor, not a gap to assume — it means likely relevant, confirm in current docs.
  • Read "strong" / "supported" as public positioning, not independent proof — back it with your own measurement plan.
  • Use the archetype groups to compare like with like; do not compare a retargeting specialist to a UA-first platform head-to-head.
  • Treat the walled-garden channels as benchmarks for scale and automation, not as app DSP peers.
  • Confirm ownership, funding, and any IPO status against current filings — the dated facts here are a starting point, not the latest word.

Filter the matrix

Objective
Archetype
Service model
Ownership
Measurement

Fast comparison

Scroll the table sideways on narrow screens.

Vendor Archetype Primary objectives Service model Ownership Evidence
AppLovin AI performance platform User acquisition, Non-gaming, Gaming Self-serve Public Filing
Moloco AI performance platform User acquisition, Commerce, CTV-to-app, Non-gaming — Private Press
Liftoff End-to-end app growth User acquisition, Retargeting, Monetization, Non-gaming, Gaming — Public Filing
Unity / ironSource Ads Unity Grow End-to-end app growth User acquisition, Monetization, Gaming, Non-gaming — Public Filing
Mintegral / Mobvista Mintegral End-to-end app growth User acquisition, Retargeting, Monetization, Non-gaming, Gaming Self-serve Public Filing
Kayzen Self-serve mobile DSP User acquisition, Retargeting, Non-gaming Self-serve Not disclosed Press
Smadex Self-serve mobile DSP User acquisition, Retargeting, CTV-to-app, Non-gaming Self-serve Subsidiary Press
Jampp / Affle Jampp Self-serve mobile DSP User acquisition, Retargeting, Non-gaming Self-serve Subsidiary Official
Bidease Self-serve mobile DSP User acquisition, Non-gaming Self-serve Not disclosed Official
RZR formerly Aarki Self-serve mobile DSP User acquisition, Re-engagement, CTV-to-app, Non-gaming Self-serve Private Press
Remerge Retargeting specialist Retargeting, Re-engagement, User acquisition, Non-gaming — Not disclosed Official
YouAppi Retargeting specialist Retargeting, Re-engagement, CTV-to-app, User acquisition, Non-gaming — Subsidiary Press
Adikteev Retargeting specialist Retargeting, Re-engagement, Non-gaming — Not disclosed Press
Digital Turbine OEM / on-device User acquisition, OEM distribution, Monetization, Non-gaming — Public Filing
Verve / Dataseat Verve Omnichannel / open web User acquisition, Non-gaming — Public Filing
AI performance gravity ML-led app-growth platforms where most performance spend concentrates. Read positioning as positioning.
AppLovin AI performance platform Filing User acquisition · Non-gaming · Gaming

Publicly positions AppDiscovery (UA) and MAX (monetization) as ML-driven app-growth products powered by its AXON engine; sold its mobile-gaming studios to Tripledot in 2025 and now reports as an ad-tech-focused, single-segment public company (Nasdaq: APP).

Core wedge ML-driven app-growth marketplace positioned around AppDiscovery.

Best fit
  • App marketers seeking scaled performance UA outside the walled gardens
  • Buyers comparing ML-driven app-growth platforms
Not best fit
  • Buyers who require a neutral, vendor-agnostic DSP benchmark
  • Teams that need fully validated supply transparency before any spend
Ownership

Public · APP Filing

Sold its mobile-gaming business (10 studios) to Tripledot Studios — announced May 2025, closed June 2025; consideration ~$400M cash plus ~20% equity in Tripledot (~$800M total transaction value, not all-cash). On 1 Oct 2025 AppLovin rebranded its customer-facing ad platform as "Axon" (Axon Ads Manager, self-serve); AXON also refers to the underlying ML engine. Post-divestiture it reports as a single advertising segment.

Service model
  • Self-serve Supported
  • Managed Validate
  • API / infrastructure Validate

Self-serve via Axon Ads Manager (launched Oct 2025) is publicly supported; full DSP-style transparency and API depth = validate.

Supply
  • In-app Supported
  • SDK / owned / direct Validate
  • Exchange access Validate
  • CTV Supported
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Validate

In-app app-growth supply per public positioning; CTV via the owned Wurl adjacency. Granular formats = validate.

AI & optimization
  • ML bidding Supported
  • ROAS optimization Supported
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate

ML-driven optimisation (AppDiscovery) with ROAS / return-goal optimisation publicly supported; specific AXON mechanics = validate.

Measurement
  • MMP integrations Supported
  • SKAN Validate
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Validate
  • Log-level / API export Validate
  • BI / MMM feed Validate

Attribution via Adjust (AppLovin-owned MMP); AdAttributionKit, incrementality, log-level export, BI / MMM feed = validate.

Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Supported
  • Brand safety Validate

Fraud controls via the owned Adjust adjacency; clean rooms, device graph, CDP = validate.

Creative & services
  • Creative studio Validate
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate
Strengths
  • Public materials indicate a scaled, ML-driven app-growth product (AppDiscovery)
  • Now an ad-tech-focused public company after the 2025 Tripledot divestiture; self-serve "Axon Ads Manager" launched Oct 2025
  • Public materials indicate expansion beyond gaming into a consumer / e-commerce advertising vertical (validate scope and proof).
Watchouts
  • Not a neutral DSP benchmark — read positioning as vendor positioning
  • Do not claim full transparency or self-serve unless validated in current docs
  • Avoid controversy framing; validate AXON specifics before relying on them
Moloco AI performance platform Press User acquisition · Commerce · CTV-to-app · Non-gaming

Publicly positions around machine-learning advertising — Moloco Ads (performance app marketing) and Moloco Commerce Media (retail / commerce media) — and has extended into performance CTV.

Core wedge ML advertising platform expanding from app growth into commerce media.

Best fit
  • Performance app marketers evaluating ML-driven DSPs
  • Commerce-media buyers exploring ML activation on first-party signal
Ownership

Private · Latest disclosed valuation >$2.0B via 2023 secondary share sales (Fidelity, EDBI joined cap table; no primary proceeds); prior $150M Series C at ~$1.5B (2021, Tiger Global) (2023) Press

Most recent disclosed valuation is the 2023 secondary (>$2.0B), not the 2021 Series C. Reported (Bloomberg, Jan 2026) to be exploring an IPO — early-stage, no filing; still private.

Service model
  • Self-serve Validate
  • Managed Validate
  • API / infrastructure Validate

Service-model depth = validate against current product docs.

Supply
  • In-app Supported
  • SDK / owned / direct Validate
  • Exchange access Validate
  • CTV Supported
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Validate

In-app performance supply per public positioning; CTV via Moloco Performance CTV. Granular formats = validate.

AI & optimization
  • ML bidding Supported
  • ROAS optimization Validate
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate

Public positioning centres on ML advertising; specific optimisation mechanics = validate.

Measurement
  • MMP integrations Supported
  • SKAN Supported
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Validate
  • Log-level / API export Validate
  • BI / MMM feed Validate

Documented SKAN setup / conversion values and AppsFlyer / Adjust CV integration; AdAttributionKit, clean rooms, BI / MMM feed = validate.

Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate
Creative & services
  • Creative studio Validate
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate
Strengths
  • Public materials indicate a machine-learning advertising platform
  • Has expanded beyond app-only into commerce / retail media (Moloco Commerce Media) and performance CTV (2026)
Watchouts
  • Funding figure is historical (2021) — label it as such, do not infer current scale
  • No current revenue or headcount claims unless independently sourced
  • Reported (Bloomberg, Jan 2026) to be exploring an IPO — early-stage, unconfirmed; treat as a watch item, not a fact.
Liftoff End-to-end app growth Filing User acquisition · Retargeting · Monetization · Non-gaming · Gaming

Public since its June 2026 Nasdaq IPO (LFTO); Blackstone-controlled. Operates app-growth / UA products (on its Cortex ML stack) plus SDK monetization via Liftoff Monetize (the Vungle SDK).

Core wedge App-marketer DSP plus exchange / SDK monetization adjacency.

Best fit
  • App marketers wanting UA plus an in-app monetization adjacency
  • Buyers comparing end-to-end app-growth suites
Ownership

Public · Blackstone (controlling shareholder) · LFTO Filing

Liftoff Mobile, Inc. IPO'd on Nasdaq (LFTO) in June 2026 (priced $23.00/share, ~$437M raised, ~$3.83B pricing valuation). Blackstone retains majority control (Nasdaq "controlled company"); General Atlantic holds a minority stake taken at a $4.3B valuation (May 2025).

Service model
  • Self-serve Validate
  • Managed Validate
  • API / infrastructure Validate

Distinguish DSP vs exchange vs SDK vs monetization product lines before scoping.

Supply
  • In-app Supported
  • SDK / owned / direct Supported
  • Exchange access Supported
  • CTV Validate
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Validate

Vungle Exchange / SDK adjacency supports owned/direct + exchange supply; granular formats = validate.

AI & optimization
  • ML bidding Supported
  • ROAS optimization Supported
  • LTV optimization Supported
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate

Cortex ML stack with ROAS / pLTV optimisation publicly supported; specific mechanics = validate.

Measurement
  • MMP integrations Validate
  • SKAN Supported
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Validate
  • Log-level / API export Validate
  • BI / MMM feed Validate

SKAN use cases publicly documented; AdAttributionKit, log-level export, device graph = validate.

Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate
Creative & services
  • Creative studio Supported
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate

Creative services publicly supported; depth = validate.

Strengths
  • Public materials indicate app-growth / UA (Accelerate, Direct) on the Cortex ML stack plus SDK monetization (Liftoff Monetize / Vungle SDK, in-app bidding)
  • Public since June 2026 (Nasdaq: LFTO); Blackstone-controlled, with General Atlantic a minority holder ($4.3B valuation, May 2025)
Watchouts
  • Distinguish the UA / DSP product, the SDK monetization business, and the exchange when scoping
  • Blackstone retains majority control post-IPO (Nasdaq "controlled company")
Unity / ironSource Ads Unity Grow End-to-end app growth Filing User acquisition · Monetization · Gaming · Non-gaming

Unity Grow publicly positions as monetization plus UA — LevelPlay mediation with Unity Ads — now powered by Vector, a self-learning AI ad engine (GA May 2025, successor to Audience Pinpointer). Strongest in the gaming / developer ecosystem.

Core wedge Developer-ecosystem growth stack: monetization, UA, and LevelPlay mediation, powered by the Vector AI engine.

Best fit
  • Game developers in the Unity / ironSource ecosystem
  • Buyers wanting integrated monetization plus UA plus mediation
Not best fit
  • Buyers who assume equal strength in non-gaming verticals without validation
Ownership

Public · U Filing

Distinguish Unity Ads, LevelPlay mediation, and the ironSource Exchange. Note: the standalone ironSource Ads direct-demand network is being sunset (April 2026); LevelPlay and the ironSource Exchange are unaffected.

Service model
  • Self-serve Validate
  • Managed Validate
  • API / infrastructure Validate

Self-serve vs managed depth = validate per product line.

Supply
  • In-app Supported
  • SDK / owned / direct Supported
  • Exchange access Validate
  • CTV Validate
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Supported
  • Playable ads Supported
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Validate

Gaming-ecosystem in-app supply (SDK, rewarded, playables) consistent with public positioning; exact reach = validate.

AI & optimization
  • ML bidding Validate
  • ROAS optimization Validate
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate
Measurement
  • MMP integrations Validate
  • SKAN Validate
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Validate
  • Log-level / API export Validate
  • BI / MMM feed Validate
Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate
Creative & services
  • Creative studio Validate
  • Playable creative Supported
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate

Playable / rewarded creative consistent with the gaming-ecosystem positioning; depth = validate.

Strengths
  • Public materials indicate an integrated monetization + UA + LevelPlay mediation stack, now powered by the Vector AI engine (GA May 2025)
  • Strongest positioning sits in the gaming and developer ecosystem
Watchouts
  • Do not overstate non-gaming strength — validate it
  • The ironSource Ads direct-demand network is being sunset (April 2026); LevelPlay mediation and the ironSource Exchange continue
  • Unity is consolidating its ads strategy around Vector and has explored divesting the Supersonic publishing business (2026)
Mintegral / Mobvista Mintegral End-to-end app growth Filing User acquisition · Retargeting · Monetization · Non-gaming · Gaming

Mintegral publicly positions around app advertising, monetization, and AI marketing — UA plus retargeting; parent Mobvista is public on HKEX and reports Mintegral with AI smart bidding.

Core wedge App advertising + monetization platform with AI smart bidding, under Mobvista.

Best fit
  • Performance app marketers evaluating programmatic in-app platforms
  • Buyers wanting integrated UA plus monetization with AI bidding
Ownership

Public · Mobvista (HKEX: 1860) Filing

Mintegral is a subsidiary / product brand of HKEX-listed parent Mobvista (stock code 1860); Mintegral is not itself listed and is the large majority of group revenue (FY2025 ~US$1.96B of ~US$2.05B). Mobvista was reported (Bloomberg, Dec 2024) to be weighing a sale of Mintegral amid Bain Capital interest; later reporting (Feb 2025) said talks stalled on valuation — no deal; ownership could change if a future transaction proceeds.

Service model
  • Self-serve Supported
  • Managed Validate
  • API / infrastructure Validate

Self-serve platform publicly supported; managed + API depth = validate.

Supply
  • In-app Supported
  • SDK / owned / direct Supported
  • Exchange access Validate
  • CTV Validate
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Supported
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Validate

In-app advertising / monetization supply with direct publisher access and Playturbo playables; CTV, OEM, granular reach = validate.

AI & optimization
  • ML bidding Supported
  • ROAS optimization Supported
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate

Parent filings reference AI smart bidding (Target ROAS spanning IAA, IAP, and Hybrid ROAS); specific mechanics = validate; distinguish vendor / investor-release figures from audited financials.

Measurement
  • MMP integrations Validate
  • SKAN Validate
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Validate
  • Log-level / API export Validate
  • BI / MMM feed Validate
Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate
Creative & services
  • Creative studio Supported
  • Playable creative Supported
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate

Mindworks creative studio and Playturbo playables publicly supported; depth = validate.

Strengths
  • Public materials indicate app advertising, monetization, and AI smart bidding
  • Parent Mobvista is publicly listed on HKEX
Watchouts
  • Validate regional footprint and supply transparency
  • Distinguish vendor / investor-release claims from audited parent financials
  • A sale of the Mintegral unit was reported (Bloomberg, Dec 2024, Bain interest) then said to stall (Feb 2025) — ownership could change; treat as a watch item
Transparent / self-serve mobile DSPs Mobile-first DSPs positioned on self-serve control and transparency — validate the depth.
Kayzen Self-serve mobile DSP Press User acquisition · Retargeting · Non-gaming

Publicly positions as a fully self-serve, mobile-first DSP for apps, agencies, media buyers, and eCommerce; product materials emphasise transparency and real-time control, with UA plus retargeting.

Core wedge Self-serve, mobile-first DSP positioned on transparency and real-time control.

Best fit
  • In-house teams and agencies wanting self-serve programmatic control
  • Buyers prioritising transparency and real-time control (validate the depth)
Ownership

Not disclosed Press

Private, VC-backed (Berlin; founded 2018). Kayzen does not publish funding; aggregators (Crunchbase / Tracxn) report a single ~$4M seed round (2020, investors incl. InReach Ventures, Lifeline Ventures) — treat as low-confidence. No later round, acquisition, or IPO verifiable.

Service model
  • Self-serve Strong
  • Managed Limited
  • API / infrastructure Validate

Fully self-serve DSP — buyers operate campaigns directly; managed service is not the core model. API depth = validate.

Supply
  • In-app Supported
  • SDK / owned / direct Validate
  • Exchange access Validate
  • CTV Unknown
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Supported
  • Interstitial Supported
  • Curated / premium Validate

Mobile-first in-app supply with native / banner / full-screen formats; "Video+" is in-app mobile video, NOT CTV. Supply depth = validate.

AI & optimization
  • ML bidding Validate
  • ROAS optimization Supported
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate

ROAS optimisation publicly positioned (kAI Suite bid shading / conversion prediction); depth = validate.

Measurement
  • MMP integrations Supported
  • SKAN Supported
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Supported
  • Log-level / API export Validate
  • BI / MMM feed Validate

AppsFlyer / Adjust integrations, SKAN transaction-ID support, and cost granularity publicly documented; AdAttributionKit, incrementality, log-level export = validate.

Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate
Creative & services
  • Creative studio Validate
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate
Strengths
  • Public materials indicate a fully self-serve, mobile-first DSP with both UA and retargeting
  • Positioning emphasises transparency and real-time control (validate the depth)
  • Added an AI layer ("kAI Suite", 2025): a GenAI media-planning assistant plus model-based bid shading / conversion prediction (validate depth).
Watchouts
  • Funding and revenue are not publicly disclosed
  • Validate supply, API, and measurement depth before relying on the transparency claim
  • No connected-TV product — Kayzen "Video+" is an in-app mobile video format, not CTV.
Smadex Self-serve mobile DSP Press User acquisition · Retargeting · CTV-to-app · Non-gaming

Publicly positions as a mobile growth platform for UA, CTV, retargeting, and direct response across in-app, CTV, and mobile web; a retained subsidiary of Entravision (NYSE: EVC), reported within its Advertising Technology & Services segment.

Core wedge Mobile DSP spanning UA, CTV, retargeting, and direct response, under Entravision.

Best fit
  • Performance buyers wanting mobile UA plus a CTV adjacency
  • Direct-response app marketers
Ownership

Subsidiary · Entravision Press

Entravision (NYSE: EVC) acquired Smadex in 2018 and RETAINED it through the 2024-2025 digital restructuring — Entravision divested its digital ad representation business (sold to Aleph in 2024, after Meta ended its sales-partner program) but kept Smadex, which now reports within Entravision's Advertising Technology & Services (ATS) segment.

Service model
  • Self-serve Validate
  • Managed Validate
  • API / infrastructure Validate

Validate current self-serve level.

Supply
  • In-app Supported
  • SDK / owned / direct Validate
  • Exchange access Validate
  • CTV Supported
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Validate

Public positioning references mobile in-app plus CTV; granular supply specifics = validate.

AI & optimization
  • ML bidding Supported
  • ROAS optimization Validate
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate

AI-driven optimisation publicly positioned; specific mechanics = validate.

Measurement
  • MMP integrations Supported
  • SKAN Supported
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Supported
  • Log-level / API export Validate
  • BI / MMM feed Validate

SKAN-ready positioning, AppsFlyer / Adjust integrations, and cost reporting publicly documented; AdAttributionKit, device graph, clean rooms, log-level export = validate.

Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate
Creative & services
  • Creative studio Supported
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate

Creative studio publicly positioned; depth = validate.

Strengths
  • Public materials indicate a DSP for mobile UA, CTV, retargeting, and direct response
  • Retained by parent Entravision (NYSE: EVC) through its 2024-2025 digital restructuring; reported within the Advertising Technology & Services segment
Watchouts
  • Validate the current self-serve level
  • Validate supply and measurement specifics before relying on them
Jampp / Affle Jampp Self-serve mobile DSP Official User acquisition · Retargeting · Non-gaming

Publicly positions as a programmatic platform to grow mobile apps with ML / predictive optimisation; joined Affle in 2021; the AppsFlyer partner directory lists Jampp for acquisition and retargeting.

Core wedge Programmatic app-growth platform (ML / predictive) within the Affle portfolio.

Best fit
  • Mobile app marketers wanting programmatic acquisition plus retargeting
  • Buyers comparing predictive / ML mobile DSPs
Ownership

Subsidiary · Affle 3i Limited (formerly Affle (India) Limited; NSE/BSE: AFFLE) Official

Jampp joined Affle in 2021 (acquisition completed July 2021), held via Jampp (Ireland) Ltd. Parent renamed Affle (India) Limited -> Affle 3i Limited in April 2025. Jampp remains an active distinct brand alongside sibling Affle brands.

Service model
  • Self-serve Validate
  • Managed Validate
  • API / infrastructure Validate
Supply
  • In-app Supported
  • SDK / owned / direct Validate
  • Exchange access Validate
  • CTV Validate
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Validate

Programmatic in-app supply consistent with positioning; depth = validate.

AI & optimization
  • ML bidding Supported
  • ROAS optimization Validate
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate

Positioning references ML / predictive optimisation; specific mechanics = validate.

Measurement
  • MMP integrations Supported
  • SKAN Validate
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Supported
  • Cost reporting Supported
  • Log-level / API export Validate
  • BI / MMM feed Validate

Listed in the AppsFlyer / Adjust partner directories (acquisition, retargeting) with cost and view-through attribution; CTV, SKAN depth, full MMP coverage = validate.

Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Supported
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate

Contextual / behavioral signals publicly positioned; clean rooms, device graph, CDP = validate.

Creative & services
  • Creative studio Validate
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate
Strengths
  • Public materials indicate a programmatic mobile app-growth platform with ML / predictive optimisation
  • Listed in the AppsFlyer partner directory for acquisition and retargeting
  • Listed in both AppsFlyer and Adjust partner directories (acquisition, retargeting, SKAdNetwork); launched Jampp CTV (2024).
Watchouts
  • Validate the current parent relationship and product scope
  • Distinguish Jampp from the broader Affle portfolio
Bidease Self-serve mobile DSP Official User acquisition · Non-gaming

Publicly positions as a mobile DSP for app growth, emphasising transparency and programmatic performance.

Core wedge Mobile DSP positioned on transparency and programmatic performance.

Best fit
  • App marketers wanting a programmatic performance DSP
  • Buyers prioritising transparency (validate the depth)
Ownership

Not disclosed Official

Private, founder-led (co-founder/CEO Boris Abaev); no parent or acquisition. Funding is undisclosed and aggregators conflict (Tracxn: unfunded; Crunchbase: a $4M seed, 2019) — treat as unverified.

Service model
  • Self-serve Validate
  • Managed Validate
  • API / infrastructure Validate
Supply
  • In-app Supported
  • SDK / owned / direct Validate
  • Exchange access Validate
  • CTV Validate
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Supported
  • Interstitial Supported
  • Curated / premium Validate

Mobile in-app supply across major mobile formats; depth = validate.

AI & optimization
  • ML bidding Supported
  • ROAS optimization Validate
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate

AI / ML optimisation publicly positioned; specific mechanics = validate.

Measurement
  • MMP integrations Supported
  • SKAN Supported
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Supported
  • Cost reporting Validate
  • Log-level / API export Validate
  • BI / MMM feed Validate

AppsFlyer / Adjust partner with SKAdNetwork conversion-value decoding and click / view-through attribution (partner directories). Cost / ad-revenue reporting is NOT proven from the attribution integration alone — validate.

Data & privacy
  • First-party data upload Supported
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate

First-party data activation publicly positioned; clean rooms, device graph, CDP = validate.

Creative & services
  • Creative studio Validate
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate
Strengths
  • Public materials indicate a mobile DSP for app growth
  • Positioning emphasises transparency and programmatic performance (validate the depth)
  • Listed as an AppsFlyer and Adjust MMP partner with SKAdNetwork conversion-value decoding (partner directories)
Watchouts
  • Funding and scale are not publicly disclosed — validate
  • Vendor surveys / benchmarks are vendor-produced; treat as vendor claim
  • Small / independent with undisclosed financials — diligence scale and stability. CTV appears in thought-leadership content only, not as a confirmed product.
RZR formerly Aarki Self-serve mobile DSP Press User acquisition · Re-engagement · CTV-to-app · Non-gaming

Publicly positions as a mobile marketing platform for UA and re-engagement; rebranded from Aarki to RZR in 2026. Independent since its 2023 spin-off from Skillz; launched its "Encore" full-funnel platform in 2025.

Core wedge Mobile marketing platform spanning UA and re-engagement (Encore).

Best fit
  • App marketers wanting UA plus re-engagement in one platform
  • Buyers evaluating full-funnel mobile platforms
Ownership

Private Press

Acquired by Skillz (NYSE: SKLZ) in 2021 (~$150M) and operated as Aarki, LLC; SPUN OFF from Skillz in 2023 and now operates as an independent, privately held company (HQ San Francisco), with a new leadership team announced March 2024. No current valuation disclosed.

Service model
  • Self-serve Validate
  • Managed Validate
  • API / infrastructure Validate

Do not overstate self-serve / API; validate product status.

Supply
  • In-app Supported
  • SDK / owned / direct Validate
  • Exchange access Validate
  • CTV Supported
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Validate

Mobile in-app supply plus CTV-to-mobile per public positioning; depth = validate.

AI & optimization
  • ML bidding Validate
  • ROAS optimization Validate
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate
Measurement
  • MMP integrations Validate
  • SKAN Supported
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Validate
  • Log-level / API export Validate
  • BI / MMM feed Validate

SKAN positioning publicly supported; AdAttributionKit, MMP coverage, log-level export = validate.

Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate
Creative & services
  • Creative studio Validate
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate
Strengths
  • Public materials indicate mobile marketing for UA and re-engagement
  • Launched the "Encore" full-funnel platform (2025, company release)
Watchouts
  • Independent since the 2023 Skillz spin-off; post-spin-off funding / valuation not publicly disclosed
  • Encore infrastructure / performance figures are vendor claims — validate independently
Retargeting & re-engagement specialists Specialists tuned for re-engagement and reactivation rather than broad acquisition.
Remerge Retargeting specialist Official Retargeting · Re-engagement · User acquisition · Non-gaming

Publicly positions as a DSP for privacy-compliant app marketing, emphasising incrementality; an app-retargeting specialist that also offers privacy-centric user acquisition.

Core wedge App retargeting specialist emphasising privacy-compliant marketing and incrementality.

Best fit
  • App marketers focused on retargeting and re-engagement
  • Buyers prioritising privacy-compliant activation and incrementality testing
Not best fit
  • UA-first buyers — validate the UA scope before relying on it
Ownership

Not disclosed Official

Private, independent, founder-led (CEO / co-founder Pan Katsukis); Berlin, founded 2014. No M&A / IPO. Aggregators list early Series A funding (~$4M, likely incomplete / dated); the company does not disclose funding — valuation unverifiable. (Remerge has a technology partnership with Verve on on-device bidding — a collaboration, not ownership.)

Service model
  • Self-serve Validate
  • Managed Validate
  • API / infrastructure Validate
Supply
  • In-app Supported
  • SDK / owned / direct Validate
  • Exchange access Validate
  • CTV Validate
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Validate

In-app retargeting supply consistent with positioning; depth = validate.

AI & optimization
  • ML bidding Validate
  • ROAS optimization Validate
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate
Measurement
  • MMP integrations Supported
  • SKAN Validate
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Supported
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Validate
  • Log-level / API export Validate
  • BI / MMM feed Validate

AppsFlyer Premier Partner (highest tier, 2025); public positioning emphasises incrementality — methodology = validate / test independently.

Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Supported
  • Fraud controls Validate
  • Brand safety Validate

Positions around privacy-compliant app marketing; specific controls = validate.

Creative & services
  • Creative studio Validate
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate
Strengths
  • Public materials indicate an app-retargeting specialist with privacy-compliant positioning
  • Emphasises incrementality measurement (validate the methodology)
  • AppsFlyer Premier Partner (2025); early tester of Android Privacy Sandbox / Protected Audiences (with Adjust, AppsFlyer, Singular)
Watchouts
  • Not UA-first — validate the UA scope
  • Test the incrementality methodology rather than accepting it at face value
YouAppi Retargeting specialist Press Retargeting · Re-engagement · CTV-to-app · User acquisition · Non-gaming

Publicly positions as a mobile in-app retargeting / re-engagement DSP, expanding to cross-screen / CTV (retargeting-anchored, not full-funnel UA); a wholly-owned subsidiary of Affle 3i Limited (NSE: AFFLE) since June 2023.

Core wedge Mobile in-app retargeting / re-engagement platform expanding to full-funnel.

Best fit
  • App marketers focused on retargeting and re-engagement
  • Buyers exploring full-funnel and a CTV adjacency
Ownership

Subsidiary · Affle 3i Limited (NSE/BSE: AFFLE), via Affle International Pte Press

Acquired 100% by Affle (Singapore arm Affle International Pte) — announced May 2023, completed June 2023, total ~US$45M. Operates as an independent brand within Affle's family (alongside Jampp, RevX, mediasmart, Appnext). Parent renamed Affle (India) Ltd -> Affle 3i Limited in April 2025.

Service model
  • Self-serve Validate
  • Managed Validate
  • API / infrastructure Validate
Supply
  • In-app Supported
  • SDK / owned / direct Validate
  • Exchange access Validate
  • CTV Supported
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Validate

In-app retargeting supply plus cross-screen / CTV per public positioning; depth = validate.

AI & optimization
  • ML bidding Supported
  • ROAS optimization Validate
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate

AI / ML mobile app-marketing optimisation publicly positioned; specific mechanics = validate.

Measurement
  • MMP integrations Validate
  • SKAN Validate
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Validate
  • Log-level / API export Validate
  • BI / MMM feed Validate
Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate
Creative & services
  • Creative studio Validate
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate
Strengths
  • Public materials indicate mobile in-app retargeting and re-engagement
  • Positioning references expansion toward CTV and full-funnel
  • Backed by publicly-listed parent Affle (scale / parent resources)
Watchouts
  • Independent brand but parent-owned (Affle) — assess for product / data consolidation with sibling Affle DSPs (Jampp, RevX) over time
  • Retargeting-anchored (cross-screen / CTV), not a full-funnel UA platform — validate scope
  • Any uplift / ROI figures are vendor-reported — validate independently
Adikteev Retargeting specialist Press Retargeting · Re-engagement · Non-gaming

States its DSP is dedicated to retargeting (re-engagement, reacquiring lapsed users, payer upsell), with MMP connections — now complemented by a separate CTV user-acquisition offering.

Core wedge In-app DSP is retargeting-led (re-engagement, lapsed-user reacquisition, payer upsell); a separate CTV UA product exists.

Best fit
  • App marketers needing dedicated retargeting and re-engagement
  • Teams targeting lapsed users and payer upsell
Not best fit
  • UA via the in-app DSP — it is retargeting-led; for user acquisition, Adikteev's separate CTV UA product applies
Ownership

Not disclosed Press

Private, founder / management-controlled and independent (Paris, founded 2012). Underwent a management buyout in 2022; a second, larger MBO was reported (~Sept 2025) — value unverified (aggregators cite $60M or €28M with AgilaCapital). No parent / ticker.

Service model
  • Self-serve Validate
  • Managed Validate
  • API / infrastructure Validate
Supply
  • In-app Supported
  • SDK / owned / direct Validate
  • Exchange access Validate
  • CTV Validate
  • Mobile web Validate
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Validate

In-app retargeting supply consistent with positioning; depth = validate.

AI & optimization
  • ML bidding Validate
  • ROAS optimization Supported
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate

ROAS / churn-bidding optimisation for retargeting publicly confirmed; specific mechanics = validate.

Measurement
  • MMP integrations Supported
  • SKAN Validate
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Validate
  • Log-level / API export Validate
  • BI / MMM feed Validate

Public positioning references MMP connections (AppsFlyer, Singular, Braze); full coverage and incrementality methodology = validate.

Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate
Creative & services
  • Creative studio Validate
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate
Strengths
  • States a DSP fully dedicated to retargeting and re-engagement
  • Public positioning references MMP connections and payer-upsell use cases
Watchouts
  • The "retargeting-only / no UA" identity is no longer strictly true — Adikteev added a separate CTV user-acquisition product; confirm which product you are evaluating
  • Validate the incrementality and suppression logic
  • The 2025 management-buyout value is aggregator-sourced and unconfirmed
OEM, on-device & distribution-led Distribution-led and omnichannel platforms — not pure app DSP peers; evaluate accordingly.
Digital Turbine OEM / on-device Filing User acquisition · OEM distribution · Monetization · Non-gaming

Publicly positions around mobile growth and monetization with OEM / on-device distribution (SingleTap, app preloads) plus an App Growth Platform; FY2026 reporting segments are On Device Solutions and App Growth Platform.

Core wedge OEM / on-device distribution plus an App Growth Platform.

Best fit
  • App marketers wanting OEM / on-device distribution reach
  • Buyers evaluating pre-load and on-device placements
Not best fit
  • A pure-DSP head-to-head comparison
Ownership

Public · APPS Filing

Independent public company (Nasdaq: APPS). Two reporting segments — On Device Solutions (ODS) and App Growth Platform (AGP) — confirmed through FY2026 (year ended March 2026). Acquired brands (AdColony, Fyber, Appreciate) are consolidated into AGP (the merged exchange is "DT Exchange"), not divested.

Service model
  • Self-serve Validate
  • Managed Validate
  • API / infrastructure Validate
Supply
  • In-app Supported
  • SDK / owned / direct Validate
  • Exchange access Validate
  • CTV Validate
  • Mobile web Validate
  • OEM / on-device Supported
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Validate

On-device / OEM distribution is central to the positioning; granular formats = validate.

AI & optimization
  • ML bidding Validate
  • ROAS optimization Validate
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate
Measurement
  • MMP integrations Validate
  • SKAN Validate
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Validate
  • Log-level / API export Validate
  • BI / MMM feed Validate
Data & privacy
  • First-party data upload Supported
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate

First-party data tools publicly positioned; clean rooms, device graph, CDP = validate.

Creative & services
  • Creative studio Validate
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate
Strengths
  • Public filings indicate on-device distribution plus an App Growth Platform (FY2025 segments)
  • OEM / carrier relationships remain central (ODS is the larger segment); expanding alternative app distribution (ONE Store acquisition; "Launchpad" unified distribution)
Watchouts
  • Not a pure app DSP peer — evaluate accordingly
  • Evaluate OEM dependency and measurement transparency
  • Persistent GAAP net losses despite adjusted-EBITDA growth; 2024-2025 restructuring / layoffs.
Verve / Dataseat Verve Omnichannel / open web Filing User acquisition · Non-gaming

Verve Group SE (formerly MGI) publicly positions as an omnichannel, supply-led ad-software platform (SSP / exchange) spanning mobile in-app, web, DOOH, and CTV; it operates the "Verve Dataseat" contextual mobile app-DSP (SKAN / MMP-aware) as one product line. Not a pure app DSP peer.

Core wedge Omnichannel ad platform on premium direct supply, with an app-marketing adjacency.

Best fit
  • Buyers wanting omnichannel reach on premium direct supply
  • Teams comparing open-web / omnichannel platforms with an app adjacency
Not best fit
  • A pure app DSP head-to-head comparison
Ownership

Public · VER (Nasdaq Stockholm) / VRV (Frankfurt) Filing

Verve Group SE (formerly MGI - Media and Games Invest SE, renamed June 2024). Dual-listed: VER on Nasdaq First North Premier (Stockholm) and VRV on the Frankfurt Stock Exchange Regulated Market (uplisted May 2025). ISIN SE0018538068. No parent. Operates the "Verve Dataseat" mobile app-DSP (acquired July 2022) as one product line.

Service model
  • Self-serve Validate
  • Managed Validate
  • API / infrastructure Validate
Supply
  • In-app Validate
  • SDK / owned / direct Validate
  • Exchange access Validate
  • CTV Validate
  • Mobile web Supported
  • OEM / on-device Validate
  • Rewarded video Validate
  • Playable ads Validate
  • Native / banner Validate
  • Interstitial Validate
  • Curated / premium Supported

Positions around premium direct supply across omnichannel; app-specific supply via Dataseat = validate.

AI & optimization
  • ML bidding Validate
  • ROAS optimization Validate
  • LTV optimization Validate
  • Creative optimization Validate
  • Budget optimization Validate
  • Autonomous / agentic Validate
  • SKAN optimization Validate
Measurement
  • MMP integrations Validate
  • SKAN Validate
  • AdAttributionKit Validate
  • Android attribution Validate
  • Incrementality Validate
  • Geo lift / holdout Validate
  • View-through Validate
  • Cost reporting Validate
  • Log-level / API export Validate
  • BI / MMM feed Validate
Data & privacy
  • First-party data upload Validate
  • CDP integration Validate
  • Clean-room integration Validate
  • Contextual signals Validate
  • Device graph / identity Validate
  • Consent controls Validate
  • Fraud controls Validate
  • Brand safety Validate
Creative & services
  • Creative studio Validate
  • Playable creative Validate
  • DCO Validate
  • Creative testing Validate
  • Strategy support Validate
  • Measurement consulting Validate
Strengths
  • Public materials indicate a global omnichannel ad-software platform with premium supply (post Jun Group / Smaato)
  • Operates a genuine mobile app-DSP via Verve Dataseat (SKAN postback + MMP-signal support; CTV-to-mobile linking) — validate depth
Watchouts
  • Not a pure app DSP peer — demand-side (the app-DSP) is a minority of the business (~30% demand vs ~70% supply); evaluate as an omnichannel, supply-led platform
  • Validate Verve Dataseat product depth and any granular app-supply claims
Walled-garden and channel benchmarks Benchmark channels, not app DSP peers.

These are not app DSP peers in the same sense. They are benchmark channels that app-growth buyers use to judge scale, automation, measurement, and proof.

Meta Advantage+ (App Promotion) Meta Filing

Benchmark channel — not an app DSP peer. App-growth buyers use it to judge scale, creative testing, and Advantage+ automation against the open internet. Meta now runs app ads as App Promotion under the Advantage+ umbrella (default campaign system).

Strong for
  • Social graph and scaled reach
  • Creative testing at scale
  • Advantage+ automation
Does not solve
  • Does not solve open-internet diversification
  • Does not provide independent measurement
  • No supply transparency outside Meta
Google App campaigns Google Filing

Benchmark channel — not an app DSP peer. Buyers use it to judge intent-driven reach across Search, YouTube, and Play.

Strong for
  • Search, YouTube, and Play surfaces
  • Intent-driven reach
Does not solve
  • No open-app supply transparency
  • Does not solve non-Google diversification
  • No full independent measurement
TikTok App Ads TikTok Press

Benchmark channel — not an app DSP peer. Buyers use it to judge short-video creative and scaled discovery.

Strong for
  • Short-video creative
  • Scaled discovery
Does not solve
  • Does not solve open-internet diversification
  • No independent measurement
Apple Ads Apple Filing

Benchmark channel — not an app DSP peer. Buyers use it to judge App Store intent on Apple-owned surfaces. (Apple rebranded Apple Search Ads to "Apple Ads" in 2025.)

Strong for
  • App Store intent
  • Apple-owned surfaces
Does not solve
  • Does not solve broad open-internet app growth
Amazon DSP Amazon Filing

Benchmark channel — not a general app DSP peer. Buyers use it to judge commerce signal and retail / streaming adjacency.

Strong for
  • Commerce signal
  • Retail / marketplace apps
  • Streaming / Amazon media adjacency
Does not solve
  • Does not solve general mobile DSP use cases outside Amazon signal gravity
Capability parity map

The useful question is not “which DSP is best?” The useful question is “which platform has the capability pattern required for this growth problem?”

Capability Why it matters Buyer diligence question Best-fit archetypes
User acquisition New installs and first conversions are the core growth engine for most app marketers. Is the platform UA-first, or is UA an add-on to a retargeting / monetization core? AI performance platform, End-to-end app growth, Self-serve mobile DSP
Retargeting / re-engagement Reactivating lapsed users and upselling payers is a different motion from acquisition. Is retargeting a dedicated product with suppression and frequency logic, or a flag on a UA buy? Retargeting specialist, Self-serve mobile DSP, End-to-end app growth
CTV-to-app CTV is increasingly used to drive app installs and re-engagement; the bridge is non-trivial. Can the platform run CTV that ties back to app conversions, and how is that measured? Self-serve mobile DSP, Omnichannel / open web, Retargeting specialist
SKAN / AdAttributionKit support On iOS, SKAN / AdAttributionKit is often the only attribution available at scale. What is the current SKAN / AdAttributionKit support, and how is conversion-value schema handled? AI performance platform, Self-serve mobile DSP, End-to-end app growth
Android attribution readiness Android measurement is shifting; readiness for the post-GAID world matters. How does the platform handle Android attribution today and through the Privacy Sandbox transition? AI performance platform, Self-serve mobile DSP, End-to-end app growth
MMP integration A neutral MMP is most buyers’ source of truth for attribution. Which MMPs are integrated, and is integration live and validated for your account? Self-serve mobile DSP, Retargeting specialist, End-to-end app growth
Incrementality Incrementality separates ads that caused conversions from ads that took credit for them. What incrementality method is offered, and is the methodology defensible and independently testable? Retargeting specialist, AI performance platform, Self-serve mobile DSP
LTV / ROAS optimization Optimising to value, not just installs, is what protects unit economics. Does the platform optimise to LTV / ROAS, and what signal feeds the model? AI performance platform, End-to-end app growth, Self-serve mobile DSP
Creative optimization Creative is the largest performance lever once targeting is commoditised. What creative testing, DCO, and playable support exist, and who owns the creative work? End-to-end app growth, AI performance platform, Walled-garden benchmark
First-party data activation Activating owned audiences is central to privacy-durable performance. How is first-party data uploaded, matched, and activated, and under what consent basis? Self-serve mobile DSP, Retargeting specialist, Omnichannel / open web
Supply transparency Knowing where impressions run, and the take rate, is the basis of trust and quality control. Can you see the supply path, the fees, and the inventory, and is it log-level or aggregated? Self-serve mobile DSP, Omnichannel / open web, End-to-end app growth
Self-serve control In-house control over bids, budgets, and targeting changes speed and cost. What can your team change directly in the UI / API without a managed-service ticket? Self-serve mobile DSP, AI performance platform, End-to-end app growth
Managed service depth For lean teams, the quality of managed service determines outcomes. What does managed service actually include, and what is the strategy vs execution split? End-to-end app growth, Retargeting specialist, Self-serve mobile DSP
API / infrastructure access API access lets sophisticated teams automate and integrate the platform into their stack. Is there a documented API for campaign management, reporting, and data export? Self-serve mobile DSP, AI performance platform, End-to-end app growth
Fraud and quality controls In-app supply carries fraud and quality risk that erodes measured performance. What fraud and quality controls exist, who provides them, and how is invalid traffic credited back? Self-serve mobile DSP, End-to-end app growth, OEM / on-device
BI/MMM feed Finance and MMM need a clean data feed to fold the channel into the planning model. Can the platform feed cost and outcome data into your BI / MMM, and at what grain? Self-serve mobile DSP, AI performance platform, Omnichannel / open web
Agentic / autonomous optimization Autonomous optimisation shifts control to the platform; the trade-off is transparency. How much does the platform decide autonomously, and what visibility and override do you retain? AI performance platform, Walled-garden benchmark, End-to-end app growth
Buyer diligence checklist
  1. 01
    What is the campaign objective?
    • CPI
    • CPA
    • ROAS
    • LTV
    • Retention
    • Reactivation
    • Subscription
    • Purchase
    • Commerce
  2. 02
    What is your measurement source of truth?
    • MMP
    • SKAN
    • AdAttributionKit
    • Platform reporting
    • Incrementality
    • MMM
    • BI / finance
  3. 03
    What does the platform actually optimize toward?
    • Installs
    • In-app events
    • ROAS / LTV
    • Retention / reactivation
    • Reach / frequency
    • Validate the optimisation target
  4. 04
    What data is required to run it?
    • First-party event data
    • Audience uploads
    • MMP / postback access
    • Catalog / product feed
    • No data required
    • Validate data requirements
  5. 05
    What does the buyer actually control?
    • Bids
    • Budgets
    • Targeting
    • Supply / inventory
    • Creative
    • Frequency / suppression
    • Mostly platform-controlled
  6. 06
    What is transparent?
    • Supply path
    • Fees / take rate
    • Placement-level reporting
    • Log-level data
    • Aggregated only
    • Validate transparency level
  7. 07
    What is the service model?
    • Self-serve
    • Managed service
    • Hybrid
    • API / infrastructure
    • Validate the model
  8. 08
    What is the proof plan?
    • Incrementality test
    • Geo lift / holdout
    • MMP comparison
    • MMM contribution
    • Platform-reported only
    • No proof plan yet
  9. 09
    What is the privacy model?
    • Consent-based
    • SKAN / aggregated
    • Contextual
    • Device graph / identity
    • Clean-room
    • Validate the privacy model
  10. 10
    What is the exit path?
    • Data export / portability
    • No long-term lock-in
    • Contract minimum
    • Owned audiences retained
    • Validate the exit terms

Evidence & validation

Each claim carries an evidence level so you can weight it. "Official" is the vendor’s own materials (positioning, not proof). "Filing" and "Investor release" are company disclosures. "Press" is reputable third-party reporting. "Partner directory" is a third-party listing (e.g. an MMP’s partner page). "Vendor claim" is an unverified assertion to test independently. "Validate" means we found no reliable public support and you should confirm it yourself.

Sources & validation Source validation drawer — labels, evidence level, and dates only.
AppLovin
AppLovin product / IR positioning Filing Public company (ticker APP); IR + product materials describe AppDiscovery as ML-driven app growth.
Tripledot gaming-studios sale (2025) Press AppLovin completed the sale of its mobile-gaming business (10 studios) to Tripledot Studios in June 2025; ~$400M cash plus ~20% Tripledot equity (~$800M total). Source: AppLovin IR.
Moloco
Moloco public positioning Official Company materials describe ML advertising and commerce-media expansion.
Series C funding (2021) Investor release Historical: $150M Series C at ~$1.5B (2021, Tiger Global). Superseded as the latest disclosed figure by a 2023 secondary (>$2.0B). Secondary-market tracker valuations for 2025-2026 are estimates, not disclosed rounds.
Liftoff
Liftoff product positioning Official Materials describe a DSP for app marketers with Vungle Exchange / SDK monetization.
Ownership / valuation context Filing IPO'd on Nasdaq (LFTO) June 2026; Blackstone-controlled; General Atlantic minority at $4.3B (May 2025).
Unity / ironSource Ads
Unity Grow / ironSource Ads positioning Filing Public company (ticker U); Unity Grow = monetization + UA + LevelPlay, powered by the Vector AI engine (GA May 2025). ironSource Ads direct-demand network sunset April 2026.
Mintegral / Mobvista
Mobvista / Mintegral filings Filing Mobvista (HKEX) reports Mintegral with AI smart bidding; app advertising + monetization positioning.
Kayzen
Kayzen product positioning Official Product page positions a mobile-first DSP emphasising transparency + real-time control; aggregator funding (~$4M seed, 2020) is low-confidence and undisclosed by the company.
Smadex
Smadex positioning Official Materials position a mobile DSP across UA, CTV, retargeting, direct response.
Entravision acquisition (2018) Press Press reported the 2018 acquisition by Entravision.
Jampp / Affle
Jampp positioning Official Positions a programmatic platform to grow mobile apps via ML / predictive optimisation.
Affle acquisition (2021) Press Press reported Jampp joining Affle in 2021.
AppsFlyer partner directory Partner directory Listed in both AppsFlyer and Adjust partner directories for acquisition + retargeting (incl. SKAdNetwork).
Bidease
Bidease positioning Official Positions an AI-driven mobile DSP for app growth, emphasising transparency + programmatic performance.
AppsFlyer / Adjust partner directories Partner directory Bidease listed with SKAdNetwork conversion-value decoding + click/view-through attribution.
RZR
RZR (formerly Aarki) positioning / rebrand Press Company / press materials describe UA + re-engagement, the 2025 "Encore" full-funnel platform, and the 2026 rebrand from Aarki to RZR.
Skillz acquisition (2021) + 2023 spin-off Press Skillz acquired Aarki in 2021; Aarki was spun off from Skillz in 2023 and is independent again (new leadership March 2024). Sources: SEC 8-K, PRNewswire, Axios.
Remerge
Remerge positioning Official Positions a DSP for privacy-compliant app marketing with incrementality measurement.
YouAppi
YouAppi ownership (Affle, 2023) Press Acquired 100% by Affle (June 2023, ~US$45M); part of the Affle brand family. Sources: Affle PR / IR, trade press.
Adikteev
Adikteev positioning Official States a retargeting-only DSP: re-engagement, lapsed-user reacquisition, payer upsell, MMP connections.
Corrections / acquisitions Press Adikteev acquisitions are Motion Lead (2015) and Trademob (2017); MMP connections confirmed via AppsFlyer, Singular, and Braze partner docs.
Digital Turbine
Digital Turbine filings Filing Public company (Nasdaq: APPS); FY2026 segments On Device Solutions + App Growth Platform; acquired ad brands consolidated into AGP (DT Exchange), not divested.
Verve / Dataseat
Verve positioning Official Positions a global omnichannel ad platform powered by premium direct supply.
Dataseat acquisition / integration Press Dataseat confirmed live in 2026 as "Verve Dataseat" (acquired July 2022); Verve renamed from MGI in June 2024; dual-listed VER (Stockholm) / VRV (Frankfurt).
Meta Advantage+ (App Promotion)
Meta App Ads / Advantage+ positioning Official Benchmark channel; Meta consolidated app ads under Advantage+ (App Promotion); "Advantage+ Shopping" became "Advantage+ Sales (ASC)" in 2025.
Google App campaigns
Google App campaigns positioning Official Benchmark channel across Search, YouTube, Play, and intent.
TikTok App Ads
TikTok App Ads positioning Official Benchmark channel for short-video creative and scaled discovery.
Apple Ads
Apple Ads positioning Official Benchmark channel for App Store intent on Apple-owned surfaces. Apple rebranded "Apple Search Ads" to "Apple Ads" in April 2025, with placements expanding beyond search.
Amazon DSP
Amazon DSP positioning Official Benchmark channel for commerce signal and retail / streaming adjacency. Amazon introduced a unified "Campaign Manager" UI (GA Dec 2025) over Sponsored Ads + DSP; the DSP name persists.
The reframe

From Mobile DSP to Apps DSP.

Mobile DSP describes the channel. Apps DSP describes the buyer problem. App marketers need growth across install, engagement, retention, commerce, subscription, CTV extension, measurement, and LTV. The platform that wins the US motion will not look like a narrow mobile bidder. It will look like an app-growth decision layer.

Mobile DSP vs Apps DSP
Mobile DSPApps DSP
Channel-ledOutcome-led
CPI / CPA-heavyInstall + engagement + LTV
Mobile inventory frameMobile + CTV + commerce + app ecosystem
Install-centricMeasurement-led
Tactical media-buyer audienceGrowth, data, and performance-buyer audience
Vulnerable to AppLovin / Moloco comparisonClearer enterprise expansion story
The wedge is not mobile supply. The wedge is app-growth control.
Evgeny Popov
The thesis

Commercial localization, not cold entry.

App advertising is no longer just a CPI game. The next phase is app-first programmatic: customer acquisition, retargeting, brand performance, CTV app extension, and transparent buying infrastructure built for growth teams that want control. The work isn't cold market entry — it's commercial localization: sharpening the US buyer narrative, sequencing partners, focusing the ICP, and building a lean revenue engine around the demand that already exists.

The US is not a bigger version of Europe, APAC, or LATAM — different agency structure, partner politics, proof standards, legal posture, and buying tempo. The work is sharpening the US buyer narrative, sequencing partners, focusing the ICP, and building a lean revenue engine around the demand that already exists.

Fit

Who this is for — and not.

For

  • Non-US or underpenetrated app-growth vendors entering or scaling the US
  • App-first DSPs and in-app programmatic vendors
  • Mobile measurement / attribution vendors
  • CTV + mobile app-growth platforms
  • App marketers weighing alternatives to AppLovin, Moloco, Liftoff, Unity, Meta, Google, TikTok, or agency-led buying
  • Investors / boards judging whether a mobile adtech vendor has a credible US motion

Not for

  • Pure brand-awareness shops with no app / performance product
  • Teams looking for generic mobile-marketing tips
  • Cold-start vendors with no US product traction (this is localization, not cold entry)
  • Single-feature point tools with no app-growth decision story
Proof

Representative outcomes.

These are anonymized patterns, not public client case studies, and they carry no invented metrics. Replace with approved, quantified proof where it exists.

  • EU-built DSP entering the US

    Before
    Strong product, credible supply access, and existing US spend leakage — but no clear US buyer sequencing.
    Work
    Reframed the GTM around commercial localization, prioritized proof-friendly app marketers and indie agencies, built a takeover narrative against AI incumbents, and created a 90-day pipeline motion.
    After
    A clearer first-wave ICP, a sharper US pitch, and a repeatable proof path for enterprise conversations.
    Now has
    a first-wave ICP, a sharpened US pitch, a takeover narrative, and a 90-day pipeline motion.

  • Mobile vendor → app-growth infrastructure

    Before
    The product was described as a mobile DSP, which made it easy for buyers to compare it narrowly against better-known incumbents.
    Work
    Repositioned the company as an apps DSP with measurement, LTV, CTV extension, and app-engagement layers.
    After
    Expanded the buyer conversation from CPI buying to app-growth operating infrastructure.
    Now has
    an apps-DSP positioning system spanning measurement, LTV, CTV, and app engagement.

  • Measurement story rebuilt pre-enterprise

    Before
    The sales team led with performance claims but could not clearly explain SKAN, MMP, incrementality, and modeled outcomes.
    Work
    Built a measurement operating model, buyer-ready objection handling, and a proof taxonomy.
    After
    Reduced credibility gaps in senior buyer conversations and clarified what proof to show by buyer tier.
    Now has
    a measurement operating model, an objection pack, and a proof taxonomy by buyer tier.
The control layer

An app-growth decision layer, not a bidder.

Apps DSP Control Layer Signal inputs (MMP events, SKAN / AdAttributionKit, CAPI / S2S events, app events, CRM / LTV, commerce signals, retail media signals, CTV exposure, creative signals, BI / MMM) feed a central Apps DSP Control Layer of decision modules (audience logic, bidding, creative learning, budget allocation, incrementality guardrails, privacy-safe attribution, LTV optimization, CTV extension, reporting / feedback), which drives activation and feedback outputs (mobile UA, app re-engagement, CTV extension, commerce activation, suppression, app engagement, BI / MMM feed, optimization loop). MMP events SKAN / AdAttributionKit CAPI / S2S events app events CRM / LTV commerce signals retail media signals CTV exposure creative signals BI / MMM APPS DSP CONTROL LAYER audience logic bidding creative learning budget allocation incrementality guardrails privacy-safe attribution LTV optimization CTV extension reporting / feedback mobile UA app re-engagement CTV extension commerce activation suppression app engagement BI / MMM feed optimization loop From install acquisition to app-growth decisioning.
Apps DSP Control Layer
Sequencing

ICP sequencing and the proof-travel path.

Do not spray five ICPs. Sequence them so each proof point earns the next, harder conversation.

Proof-travel path A left-to-right path of 5 steps: Proof-friendly app marketers → Indie agencies / buyers → Holdco trading desks → eCommerce / brand apps → Partners / platforms. 1 Proof-friendlyapp marketers 2 Indie agencies/ buyers 3 Holdco tradingdesks 4 eCommerce /brand apps 5 Partners /platforms
Each tier produces proof the next tier will believe.
Measurement

The measurement operating model.

Outcomes language is not enough. A US buyer will ask how the platform reconciles MMP attribution, SKAN / AdAttributionKit, modeled conversions, incrementality, geo-lift, MMM, and platform-reported performance. These six layers are the answer.

Output of the stack: budget · channel mix · bid logic · creative · audience · CTV extension · growth forecast.

Mobile app measurement stack → one decision layer A stack of 6 layers, top to bottom: MMP truth, Apple privacy attribution, Android signal-risk layer, Incrementality, MMM for apps, BI + finance. 1 MMP TRUTH AppsFlyer · Adjust · Singular · Kochava · Branch · Airbridge 2 APPLE PRIVACY ATTRIBUTION SKAN 4 · AdAttributionKit · conversion values · lock windows 3 ANDROID SIGNAL-RISK LAYER GAID · Play Install Referrer · validate current 4 INCREMENTALITY geo-lift · holdouts · conversion lift · ghost / PSA 5 MMM FOR APPS spend mix · saturation · seasonality · organic lift 6 BI + FINANCE cohort LTV · CAC payback · contribution margin · retention
Mobile app measurement stack → one decision layer

  1. MMP truth

    AppsFlyer, Adjust, Singular, Kochava, Branch, Airbridge or another MMP for install, event, cohort, ROAS, retention, and fraud controls. (Note Adjust is AppLovin-owned — relevant for neutrality.)

  2. Apple privacy attribution

    SKAdNetwork 4 and AdAttributionKit postbacks — conversion-value design, fine vs coarse values, lock windows, null postbacks, campaign taxonomy, and optimization implications. SKAN and AdAttributionKit coexist; AAK adds re-engagement and alternative-marketplace attribution.

  3. Android signal-risk layer

    Treat Android attribution as a live risk area — covered in full in the Android signal-risk section below. Validate current Google / Android status before making roadmap claims.

  4. Incrementality

    Geo-lift, audience holdouts, PSA / ghost-ad tests, conversion lift, and causal read-outs — net-new impact, not credit allocation.

  5. MMM for apps

    Reconcile spend, channel mix, saturation, creative, seasonality, promotion, organic lift, and CTV exposure against app outcomes. MMM, MTA, and incrementality are complementary, not interchangeable.

  6. BI + finance layer

    Cohort LTV, CAC payback, contribution margin, retention, churn, subscription revenue, purchase frequency — the finance-approved growth metrics.

Apple attribution readiness

SKAN 4 / AdAttributionKit checklist.

SKAN 4 and AdAttributionKit coexist (AAK adds re-engagement and alternative-marketplace attribution; no forced SKAN cutover as of mid-2026). Either way, privacy-safe measurement does not behave like deterministic attribution.

  • SKAN 4 / AdAttributionKit support validated
  • conversion-value schema documented
  • fine vs coarse values mapped
  • event priorities defined
  • postback windows understood
  • null-postback assumptions documented
  • campaign-ID taxonomy aligned
  • creative + source-app granularity understood
  • MMP integration checked
  • BI reconciliation defined
  • optimization logic updated for delayed signal
  • buyer-facing explanation created

Do not sell privacy-safe measurement as if it behaves like deterministic attribution.

Android signal risk

Validate before you position.

Android has historically been more deterministic than iOS for app attribution — but that is not permanent, and the roadmap has reversed direction more than once. In October 2025 Google retired the core Privacy Sandbox advertising APIs on both Chrome and Android (Attribution Reporting, Topics, Protected Audience), the same reversal that ended third-party-cookie deprecation in Chrome. As a result, the Google Advertising ID (GAID) and the Play Install Referrer remain the working backbone of Android app attribution as of mid-2026, with no active replacement mandated. Google has signaled it will keep evolving Android privacy outside the "Privacy Sandbox" brand — so validate status against current official Android documentation before committing roadmap decisions.

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  • Current Android attribution state

    GAID + Play Install Referrer remain the deterministic backbone for Android app attribution as of mid-2026.

  • Privacy Sandbox status

    Google retired the Privacy Sandbox advertising APIs (Attribution Reporting, Topics, Protected Audience) on Chrome and Android, Oct 2025 — the same reversal that ended cookie deprecation.

  • GAID / Android Ad ID

    The previously expected GAID phase-out now appears unlikely to proceed, but Google has issued no definitive statement — do not treat its long-term fate as settled.

  • Platform + MMP readiness

    Confirm what each platform and MMP reports on Android today, and where modeled vs deterministic signal applies.

  • Server-side event readiness

    S2S / CAPI-style server events de-risk client-signal loss and improve match quality across iOS and Android.

  • Contingency plan

    Keep a documented "what changes if the roadmap moves again" plan — Android privacy has reversed direction more than once.

Before publishing or pitching: re-validate current official Android Privacy Sandbox / attribution documentation — Google is still publishing phase-out specifics and the release-notes page lags the Oct 2025 announcement.

Trust

Privacy, policy, and trust.

The trust story is not legal decoration. It is part of the enterprise sale.

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  • ATT (in force; EU contested)
  • SKAN 4 / AdAttributionKit
  • Android Privacy Sandbox (retired Oct 2025 — validate)
  • COPPA / children’s apps
  • US state privacy laws
  • sensitive categories
  • precise-location risk
  • consent + app permissions
  • MMP data processing
  • fraud / IVT
  • brand safety
  • app-store policy
  • EU / DMA for global accounts

Market references last validated: June 6, 2026. Revalidate before pitch use.Sources: AppLovin / Axon, SKAN 4 / AdAttributionKit, Android privacy status.

Expansion layer

CTV is not a side channel.

CTV can move app-growth vendors beyond install buying into household reach, brand-to-performance, app discovery, retargeting, and subscription or commerce reinforcement. But the pitch only works if the measurement bridge is credible.

  • Supply path

    CTV supply may come through DSPs, SSPs, direct publisher deals, FAST channels, OEMs, app stores, or curated marketplaces. The page should be explicit about which path the vendor supports.

  • Identity bridge

    Mobile IDs, household graphs, IP, ACR, logged-in viewers, app login, QR / deep link, and probabilistic links all carry different confidence and privacy limits.

  • Measurement bridge

    CTV exposure should connect to app install, app open, subscription, purchase, search lift, site visit, QR action, or MMM contribution.

  • Frequency + saturation

    CTV creates waste if household frequency is not governed across mobile and video.

  • Creative strategy

    CTV creative usually has a different job: introduce, remind, explain, or push to an app action.

CTV → app-growth bridge A left-to-right bridge: CTV exposure → Identity bridge → App / web action → App event → MMP / MMM / BI → Budget + frequency. 01 CTV exposure household reach 02 Identitybridge graph / IP / login 03 App / webaction QR / deep link 04 App event install / open / purchase 05 MMP / MMM /BI reconcile 06 Budget +frequency decision CTV exposure only counts when it bridges back to an app event.
CTV → app-growth bridge
Commerce + retail media

Commerce and retail media expansion.

App growth is no longer only gaming and subscription UA. Commerce, marketplace, QSR, retail, fintech, travel, and local-services apps increasingly need measurable growth across acquisition, repeat purchase, basket size, loyalty, and LTV.

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Commerce app types
App typePrimary KPIUseful signalMeasurement challengeBest first wedge
Marketplace appsbuyer + seller liquidity, repeat orderstransaction + search datatwo-sided attributionincrementality on repeat purchase
QSR / loyalty appsorder frequency, loyalty enrolmentPOS + loyalty + locationoffline-to-app linkagegeo-lift on store + app visits
Retail appsbasket size, repeat purchase, LTVpurchase + browse + CRMonline/offline reconciliationclosed-loop ROAS vs install volume
Travel appsbooking value, ancillary attachhigh-intent, long windowslong lookback + seasonalityMMM + incrementality on bookings
Fintech appsfunded accounts, activation, LTVregulated, consent-sensitiveprivacy + sensitive categorieshigh-LTV cohort acquisition
Subscription appstrial-to-paid, retention, churncohort + payment eventsdelayed-revenue attributionpredicted-LTV optimization
Gaming appsD7/D30 ROAS, payer LTVrich in-app event dataSKAN value-schema designcreative learning + payer quality
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Competitive plays

Competitive takeover plays.

Do not claim to out-AI the leading AI platform. Win where the buyer needs what the incumbent under-serves.

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Competitive takeover map For each incumbent archetype, the open lane a challenger can win: Axon / AppLovin (AI-led) → transparency, control, cross-screen planning, portfolio logic, a second source of growth; Moloco-style ML performance → commercial support, measurement clarity, vertical packaging, CTV / commerce extension; Liftoff / Unity ecosystem → creative learning, supply quality, app-category fit, transparency; Meta / Google / TikTok → open-internet incrementality, portfolio control, diversification, measurement independence; Agency managed service → direct control, clearer economics, faster learning, better data access. INCUMBENT GRAVITY WHERE A CHALLENGER WINS Axon / AppLovin (AI-led) transparency, control, cross-screen planning,portfolio logic, a second source of growth Moloco-style ML performance commercial support, measurement clarity,vertical packaging, CTV / commerce extension Liftoff / Unity ecosystem creative learning, supply quality,app-category fit, transparency Meta / Google / TikTok open-internet incrementality, portfoliocontrol, diversification, measurement Agency managed service direct control, clearer economics, fasterlearning, better data access
Competitive takeover map
Takeover plays
IncumbentWhy buyers use itWhere a challenger can winProof needed
Axon / AppLovinAI-led performance at scale, app-growth gravitytransparency, control, cross-screen + portfolio logic, a credible second sourceindependent incrementality + log-level transparency
Molocostrong ML DSP performancecommercial support, measurement clarity, vertical packaging, CTV/commercemeasurement model + vertical case pattern
Liftoff / Unitycreative + supply scale in gamingcreative learning, supply quality, transparency, app-category fitcreative + supply-path quality read
Meta / Google / TikTokreach, automation (Advantage+, App campaigns, Smart+)open-internet incrementality, diversification, measurement independenceincremental reach + platform-independent lift
Agency managed servicehands-off executiondirect control, clearer economics, faster learningeconomics + data-access comparison
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Commercial model

Unit economics and the commercial model.

US buyers will ask where the economics sit. If the model is managed service, say where expertise creates value. If it is self-serve, explain what support is removed. If there is a take rate, explain what the buyer receives for it.

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Unit economics
LeverWhat the buyer needs to hear
Managed-service marginWhere senior expertise creates value the buyer cannot staff
Self-serve platform feeWhat support is removed — and what the buyer now owns
Take rate / media marginWhat the buyer receives for it: supply, optimization, measurement
Data + creative feesWhether these are bundled or itemized — and why
MMP / measurement costWho pays, and how it affects the proof story
Minimum spend + sales cycleHonest tier-by-tier expectations, not best-case
Payback window + gross-margin impactThe finance read a board will actually run
Transparency trade-offControl without opacity, stated explicitly
Objection handling

Buyer objections you need to answer.

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  • “We already use AppLovin.”

    Do not attack the incumbent. Explain the complementary wedge: transparency, control, vertical fit, portfolio learning, CTV extension, or independent incrementality.

  • “SKAN makes performance impossible to prove.”

    Show the measurement operating model: SKAN 4 / AdAttributionKit, MMP, incrementality, MMM, and BI reconciliation — not a single source of truth.

  • “Why not just use Meta, Google, or TikTok?”

    Make the case for diversification, open-internet reach, incremental growth, and independence from platform self-reporting.

  • “We need self-serve, not another managed service.”

    Explain the path from assisted launch to self-serve adoption — and where support actually creates value.

  • “CTV is too upper-funnel for app growth.”

    Show the bridge from household reach to app actions, search lift, QR / deep link, MMP events, and MMM contribution.

  • “We do not want another black box.”

    Show log-level access, reporting transparency, incrementality methods, supply-path controls, and decision governance.

The motion

0-3-6-12 rollout.

0-3-6-12 month US commercial localization plan. The retainer cadence — concrete outputs, not a vague roadmap.

  1. 0–3 months

    Localize

    US narrative, ICP sequencing, objection + proof taxonomy, takeover map, first 25 accounts

    • US category narrative
    • ICP sequencing
    • buyer objection pack
    • measurement proof taxonomy
    • Axon / Moloco / Liftoff takeover map
    • first 25 target accounts
    • partner map
    • sales narrative
    • proof plan
  2. 3–6 months

    Prove

    pilot pipeline, agency / indie outreach, first measurement case, CTV / commerce hypothesis

    • pilot pipeline
    • agency / indie buyer outreach
    • first measurement case structure
    • MMP / SKAN / incrementality proof
    • CTV / commerce hypothesis
    • US sales enablement
  3. 6–12 months

    Expand

    enterprise + holdco entry, CTV / commerce packaging, repeatable measurement story, partner listings

    • enterprise expansion
    • holdco entry
    • CTV / commerce packaging
    • repeatable measurement story
    • partner / marketplace listings
    • advisory / reference path
    • self-serve or managed-service scaling
  4. 12 months+

    Lead

    app-growth infrastructure positioning, US proof that travels globally

    • category leadership
    • app-growth infrastructure positioning
    • US enterprise operating model
    • US proof that travels globally
Show the plan as a diagram
US commercial-localization motion Four phases on a timeline: 0–3 mo Localize (US narrative, ICP sequencing, objection + proof taxonomy, takeover map, first 25 accounts); 3–6 mo Prove (pilot pipeline, agency / indie outreach, first measurement case, CTV / commerce hypothesis); 6–12 mo Expand (enterprise + holdco entry, CTV / commerce packaging, repeatable measurement story, partner listings); 12 mo+ Lead (app-growth infrastructure positioning, US proof that travels globally). 0–3 mo LOCALIZE US narrative, ICPsequencing, objection+ proof taxonomy, 3–6 mo PROVE pilot pipeline, agency/ indie outreach,first measurement 6–12 mo EXPAND enterprise + holdcoentry, CTV / commercepackaging, repeatable 12 mo+ LEAD app-growthinfrastructurepositioning, US proof
US commercial-localization motion
Diagnostic

Is your US app-growth motion ready?

Seven questions. The result surfaces your biggest gap first — and the section that fixes it.

Run the 7-question diagnostic Hide the diagnostic
01 Is there existing US demand or spend already flowing through the platform?
02 Which buyer tier is most likely to believe the wedge first?
03 Can the team explain measurement beyond MMP attribution?
04 Is the platform positioned beyond "mobile DSP"?
05 Does the US pitch include a takeover play vs. AppLovin / Moloco / Liftoff / Meta / Google?
06 Is there a CTV or commerce expansion path?
07 Is the commercial model (take rate, support, economics) clear?
What ships

What ships.

  1. 01
    US category reframe + Apps DSP positioning system

    Used byCEO / CRO / Sales

    Decision it supportshow to frame the product

  2. 02
    ICP sequencing map

    Used bySales

    Decision it supportswho to pursue first

  3. 03
    Competitor takeover matrix

    Used bySales / Strategy

    Decision it supportshow to win vs. incumbents

  4. 04
    Measurement operating model

    Used byBuyer / Analytics

    Decision it supportshow to make it trusted

  5. 05
    Privacy / attribution readiness checklist

    Used byProduct / Sales

    Decision it supportshow to clear SKAN / Android risk

Show all 10
  1. 06
    CTV + retail / commerce expansion model

    Used byProduct / Commerce

    Decision it supportswhere to extend

  2. 07
    Commercial-model / unit-economics panel

    Used byCRO / Finance

    Decision it supportswhether the economics hold

  3. 08
    Buyer objection pack

    Used bySales / CS

    Decision it supportswhat to say back

  4. 09
    0-3-6-12 market motion + first-25 / first-50 account logic

    Used byCRO / Founder

    Decision it supportswhat happens next

  5. 10
    Proof + case-study template + sales narrative

    Used bySales / CS

    Decision it supportswhat to prove

Next step

Turn existing US demand into a focused commercial engine.

Advisory Retainer (US commercial localization), opened by a Market Entry Audit. The 0-3-6-12 ladder is the retainer cadence.

Scope this playbook → Run the diagnostic