The 2026 Singular ROI Index is out, and Moloco is honored to appear on 29 leaderboards, placing fifth overall for leaderboard appearances. As Susan Kuo (COO & Co-founder) stated, Moloco's year-over-year consistency demonstrates profitable growth beyond walled gardens. The index is based on trillions of impressions, billions of clicks, and billions of installs, ensuring that each platform earned its place.
Moloco appears on every global leaderboard and all four regional leaderboards (APAC, EMEA, North America, South America), showcasing global performance across verticals and operating systems. Additionally, Singular introduced new multi-touch attribution (MTA) leaderboards, and Moloco features in both: Assist Power (measuring platform presence in conversion paths without last-touch credit) and MTA Uplift (measuring increased contribution under MTA). This indicates Moloco drives value earlier in the customer journey.
For advertisers already running major channels like Google and Meta, Moloco offers a path to profitable growth through the independent app ecosystem, helping them expand beyond traditional platforms.
Instagram deep links suffer from the platform's walled garden, breaking standard links and preventing attribution. AppsFlyer OneLink technology bridges this gap via smart landing pages, enabling proper routing and attribution for bio, Stories, and DM placements. This turns Instagram from a black box into a measurable growth channel, crucial for scaling influencer programs and optimizing spend.
Analysis of 2022 World Cup mobile data reveals that the tournament's largest engagement window occurs early, with sports entertainment installs spiking 189% and sports news 204% on November 22. Engagement revolves around national team matches, with significant spikes from non-participating markets like China (+1,294% sports entertainment installs). For 2026, brands must adapt in real-time to shifting attention across matches and regions. Adjust's AI-powered attribution and analytics provide the visibility needed to capitalize on these global events.
At MAU 2026, the industry agreed that attention, not production, is the bottleneck. Cross-platform web-to-app attribution is now achievable with AppsFlyer's mobile-grade measurement extending to web, giving ad ops a unified view. AI is in production, with Square's team shipping six live workflows. Web-to-app is the most efficient top-of-funnel for app businesses, and retention overtakes acquisition. Ad ops must prioritize clean signal layers and incrementality testing over single-metric attribution.
AppsFlyer MCP connects Claude directly to live attribution data, replacing manual reporting and CSV exports. Gaming teams catch budget anomalies overnight, finance teams compress multi-hour analysis into minutes, and e-commerce teams close the gap between measurement and spend decisions. Setup takes under 60 seconds, enabling real-time queries on channels, cohorts, and ROAS. The key insight is that AI-powered analysis requires live data connections, not stale exports.
AI is reshaping consumer behavior, with 80% of Google searches ending without a click and half of consumers using AI for product research. This disrupts traditional channels like search (CPC up 10-25%) and affiliate marketing (revenues down 7%). Meanwhile, mobile apps and CTV offer stable, high-engagement alternatives. Advertisers should diversify away from disrupted channels, targeting the independent app ecosystem where Day 30 ROAS can be 116% higher. Key metrics: organic direct traffic share (target >51%) and disrupted channel spend share (target <34%).
Mobile performance marketing succeeded by building a signal infrastructure—independent attribution, fraud protection, and structured postbacks—that fed optimization-grade data to ad platforms. Web measurement has lagged, relying on fragmented, platform-reported metrics. As AI-driven campaign optimization becomes standard, bad signals amplify errors. AppsFlyer’s Web Performance Measurement brings mobile-grade signals to web: independent attribution, server-to-server postbacks, cross-platform closed loops, and unified cost/revenue measurement. For ad ops decision-makers, this means one truth source, actionable optimization signals across networks, and complete omnichannel ROAS visibility—enabling AI to compound advantage, not error.
Data collaboration platforms are consolidating under ad-centric owners, threatening measurement neutrality. Publicis bought LiveRamp, WPP acquired InfoSum, and LiveRamp absorbed Habu, leaving AppsFlyer as the only major independent player. Brands must vet partners for conflicts: does the platform or its parent benefit from ad spend? Without independence, budget allocation and ROAS calculations may reflect agency incentives over actual performance. Key questions: revenue from ads, cross-channel attribution consistency, data governance, and auditable methodology.
OneLink API 2.0 turns deep link creation into scalable infrastructure, addressing the surge in owned-media conversions (67% growth) and web-to-app journeys (250%+). It adds programmatic QR generation, custom TTL controls, and an upgraded developer experience. For ad ops decision-makers, this means automating personalized links across channels, improving conversion rates, and enabling measurable offline-to-app acquisition—without manual overhead or separate vendors.
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