Summary
Moloco has been named a Premier Partner by AppsFlyer for the third consecutive year, a top-tier distinction that underscores their shared dedication to providing advertisers with a robust measurement framework. As mobile ad measurement becomes more complex, advertisers need flexible solutions that enable data-driven decisions. Through this partnership, Moloco offers tools for measuring what matters, including incrementality testing, granular attribution controls, and multiple attribution frameworks (deterministic, probabilistic, SKAN-only, or combined).
Additionally, Moloco's experimentation platform supports A/B testing and structured experiments, delivering actionable learnings and uncovering new growth areas. Dan Stephen from Moloco emphasizes the importance of data-driven choices, while Camila Carneiro from AppsFlyer highlights the value of combining advanced measurement tools with Moloco's machine learning platform for improved results. Future developments include advanced data signals to further optimize campaigns and unlock significant additional value for mutual customers.
You Might Also Like
AppsFlyerUnlock the value of web-to-app
Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
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.
AppsFlyerStepping into clarity: introducing complete iOS measurement on X Ads
AppsFlyer and X Ads launched an Advanced SRN integration for iOS, enabling complete, privacy-safe measurement. By combining deterministic attribution (25% of traffic) with aggregate modeling, it overcomes SKAdNetwork limitations like delayed reporting and partial data. Advertisers gain clearer campaign performance insights, higher attributed conversions, and improved ROAS. This integration, alongside Creative Optimization and SSOT, provides a unified view across the funnel. With X's growing ad revenue ($2.26B projected in 2025) and a young, engaged user base, this offers ad ops teams a strategic advantage for optimizing iOS campaigns on X.
AdjustHow are LLMs transforming mobile user acquisition? | Adjust
LLMs like ChatGPT and Gemini are reshaping mobile app discovery, with traditional search volume expected to decline 25% by 2026. These AI platforms act as answer engines, delivering direct app recommendations to users. For ad ops, this shift requires optimizing for LLM visibility through structured content and reputation management. While native ad formats are in early testing on platforms like Perplexity and Gemini, early adoption can secure high-intent placements. Marketers should track AI-driven traffic and align discovery strategies across ASO, SEO, and LLMs to stay competitive in an AI-first environment.
AdjustMarketing mix modeling (MMM) for mobile marketers | Adjust
Marketing mix modeling (MMM) is re-emerging as a privacy-compliant complement to attribution, helping mobile marketers evaluate the impact of media spend, pricing, ASO, and promotions on installs and revenue. Unlike traditional media mix modeling, MMM includes non-media levers. Combined with incrementality testing and predictive analytics, MMM provides a high-level view of performance without relying on user-level data, making it essential for modern measurement stacks.
AppsFlyerClosing the Loop: A Single Source of Truth for All Your Marketing Efforts
AppsFlyer's Single Source of Truth (SSOT) consolidates fragmented data from walled gardens like Google, Meta, TikTok, Snap, and X into one deduplicated dashboard. Using validated attribution, privacy-compliant methods, and network-specific integrations, it eliminates blind spots. Apps using SSOT see a 62% revenue increase and 40% eCPI decrease. For ad ops decision-makers, this means reliable, transparent insights to optimize campaigns confidently in a privacy-first era.
AppsFlyerWinning big with influencers: A comprehensive guide for app marketers
Influencer marketing drives app growth by building trust and authenticity beyond traditional UA. Budgeting should start with target markets, CPM benchmarks, and a 25% uplift in daily organic installs. Choose creators based on data: audience demographics, recent views, and content alignment. Measure performance with granular attribution links (e.g., AppsFlyer OneLink) to track installs, conversions, and ROI. Avoid vanity metrics; focus on CVR, retention, and long-tail effects. Start with small campaigns to gather benchmarks before scaling.
AppsFlyerClosing the Loop: A Single Source of Truth for All Your Marketing Efforts
AppsFlyer's Single Source of Truth (SSOT) unifies deterministic attribution, probabilistic modeling, and SKAN data into one privacy-first dashboard. It eliminates data fragmentation from platforms like Google, Meta, TikTok, Snap, and X, delivering a 62% revenue lift and 40% eCPI reduction. Advanced integrations validate signals before attribution, ensuring accuracy. Ad ops decision-makers gain reliable, actionable insights for campaign optimization in a privacy-centric landscape.
More from Moloco
Moloco 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...
Bringing Moloco into focus
Moloco has unveiled a next-generation brand built around a three-circle "lens" mark, replacing an identity that no longe...
Moloco launches Agency Partner Program with more than a dozen founding partners
Moloco's new Agency Partner Program helps agencies drive profitable performance via Moloco Ads, with education, dedicate...
Inside Moloco's CARA: the AI that compounds
The open internet presents unique challenges for performance advertising: fragmented identity, closed first-price auctio...
Discovery is shifting fast: New insights on AI, apps, and the fight for attention
AI is reshaping discovery, with web traffic declining sharply in information-heavy industries (news -26%, education -22%...
How sports apps are preparing for the next wave of fan engagement
Sports publishers face unique monetization challenges due to event-driven traffic spikes. AI-native SDKs like Moloco opt...