Liftoff(Vungle)Liftoff Upgrades Vungle SDK With Open Measurement SDK Certification
Summary
Vungle has achieved IAB Tech Lab certification for its Open Measurement SDK, allowing advertisers to measure viewability across all ad formats using industry-standard third-party vendors. This certification supports fullscreen, banner, and native campaigns on Android SDK 7.1+ and iOS 7.2+, ensuring standardized and verified measurement in the mobile app ecosystem. Vungle's long-standing support for OM standards now extends to native integration, enhancing campaign transparency and reliability.
You Might Also Like
AppsFlyerOmnichannel Analytics Explained
Omnichannel analytics unifies customer behavior and campaign performance across mobile, web, CTV, and AI search into one identity, one attribution model, and one ROAS number. The core problem: a single customer seen on three surfaces becomes three users, inflating performance and corrupting attribution, LTV, and retention. Stitching channel reports into one dashboard is not unification—each channel keeps its own attribution logic, so conversions get double-counted and upper-funnel spend looks unproductive. For ad ops leaders, the takeaway is that identity resolution (deterministic plus probabilistic, privacy-safe) must happen at the data layer before any dashboard exists. Platform choice hinges on surface coverage, identity resolution, compliance, incrementality testing, and migration support.
AdjustIntroducing the Device Usage dashboard | Adjust
Adjust's Device Usage dashboard in Datascape gives ad ops teams a prebuilt view of how active users are distributed across app versions, OS versions, SDK versions, and iOS ATT status, plus dimensions like device type, country, language, and date. The core insight is that release impact can lag because users update over days or weeks; segmenting DAU by version explains flat or shifting metrics. Teams can track SDK and app-version adoption, compare OS behavior, identify stale versions, and add device/country context to performance analysis. Actionable takeaway: use the dashboard before and after releases or SDK rollouts to validate adoption, isolate version-specific issues, and contextualize attribution and engagement trends.
TikTokEnhance your iOS 14+ campaign experience with SKAN 4.0
TikTok launches SKAN 4.0 solution with Crowd Anonymity, offering longer attribution windows, reduced null conversion, and advanced reporting. Beta tests show 37% lower CPA and 220% higher conversion rates versus SKAN 3.0.
AppsFlyerHow to deliver a winning creative strategy
A creative strategy is essential for mobile app marketing success. It combines compelling content with strategic planning to increase app installs and engagement. Key steps include defining objectives, understanding your audience, and setting KPIs. Best practices emphasize consistency, agility, and leveraging AI for optimization.
AdjustMeasure installs across more app stores | Adjust
Adjust has expanded store detection and verification across multiple app storefronts, making Store Type the primary dimension for identifying where an install originated rather than relying on platform or OS alone. For ad ops teams, this means campaign performance can now be analyzed at the store level across Huawei AppGallery, Xiaomi GetApps, Samsung Galaxy Store, Vivo Appstore, and Google Play variants, with independent verification of install origin. Newly detected stores are flagged in AppView with a direct route to configuration, and store-level data flows automatically into reporting, raw data, callbacks, and CSV exports, plus Conversion Rules via Store Rule conditions.
Liftoff(Vungle)Adapting to Privacy Changes: Our Approach to Google’s Transparency Consent Framework and Apple’s Privacy Manifest
Google now requires TCF 2.2 consent for EEA/UK mobile ads via AC mode. Apple enforces Privacy Manifest with required API reasons and data usage declarations. Liftoff supports both through SDK v7.3.1 and GDPR API integration.
AppLovinWhat is a Good Retention Rate and Why Does it Matter?
Retention rate is a critical KPI for mobile apps, showing user engagement and loyalty. It costs 5x more to acquire than retain users, and a 5% retention boost can increase profits up to 95%. Focus on quality users, seamless onboarding, and re-engagement to improve retention. Monitor key milestones like Day 1, 3, 7, 14, 28, 30 for insights.
MolocoMoloco Partners with Haus to Expand Access to Independent Mobile App and CTV Advertising Measurement
Moloco and Haus have partnered to offer independent, third-party geo-based incrementality measurement for mobile app and performance CTV campaigns. Ad ops teams can run Moloco campaigns in test markets while holding out comparable control markets, then measure the outcome gap to quantify true incremental conversions or revenue. This validates whether Moloco is driving new growth versus capturing existing demand. The partnership adds causal measurement on top of attribution, giving marketers stronger evidence for budget allocation, channel validation, and AI optimization signals. Existing Moloco partners should contact their representative; new advertisers can reach Moloco to start incrementality testing with Haus.
More from Liftoff(Vungle)
A lighter SDK, without the trade-offs
The Liftoff Monetize SDK combines a minimal footprint with full monetization power. Under 1 MB on Android and 5.12 MB on...
The World Cup audience doesn’t disappear during halftime. It picks up a phone.
World Cup data from Liftoff's SSP shows ad impressions in sports scoring apps nearly doubled (+90%) and unique audience ...
Madison Avenue is missing out on in-app advertising
In-app mobile advertising is held back by three myths: low-quality inventory, intrusive ad formats, and reliance on Big ...
Is All Supply Created Equal? The Case for Choosing DSPs Based on Model Intelligence vs Inventory
Treating DSPs as interchangeable commoditizes ad buying. In reality, models differ sharply: two DSPs can view the same i...
In the Age of AI, Creative Taste Is the Last True Moat
Mobile marketing teams are scrutinizing whether AI improves creative output or just increases volume. Key insights: inad...
A Year of Spend Shifts: Inside the 2026 Finance & Crypto App Benchmark
The 2026 Finance & Crypto App Performance Benchmark reveals a 47% increase in UA spend and 2.15x re-engagement spend in ...