AppsFlyerWhen ChatGPT becomes the OS: A new era for apps, measurement & commerce
OpenAI is redefining the app ecosystem with Instant Checkout and the Apps SDK, turning ChatGPT into a new OS for human-app interaction. Instant Checkout allows seamless in-chat purchases via the Agentic Commerce Protocol (ACP), while the Apps SDK enables third-party services to embed within ChatGPT, using conversational context and structured UI elements. This shift moves away from monolithic apps toward micro-skills and task-focused services, where UI abstraction reduces emphasis on brand shells and increases focus on core value.
For advertisers and ad ops, this means the traditional funnel—installs, sessions, events—gives way to intent-driven experiences measured by completed actions and multi-step, multi-agent paths. Attribution must evolve to track upstream triggers and downstream outcomes across conversations, agent calls, and tasks. Key data points include OpenAI's partnership with Stripe for ACP, early Etsy and Shopify integration, and the preview of third-party app embedding.
Actionable takeaways: brands should prioritize server-side APIs with an AI mindset, map deep links as intent links, comply with ChatGPT's emerging standards, and invest in measurement that captures fluid user journeys. Monetization opportunities will arise via featured placements, promoted suggestions, and sponsored content within ChatGPT. The future includes app primitives, multi-app orchestration, adaptive UIs, appless brands, and rich memory across apps.
Winners will treat ChatGPT as a new OS layer, focusing on clean APIs, conversation-first logic, and integrated measurement feedback loops. AppsFlyer's investment in MCP aligns with this shift, enabling natural language queries for marketing data.
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App measurement is fundamentally different from web analytics due to data fragmentation across ad networks, devices, and apps. A Mobile Measurement Partner (MMP) like AppsFlyer bridges these gaps, enabling unified attribution, fraud protection, and LTV measurement. For eCommerce, granular event tracking, deep linking, and privacy-safe data collaboration are critical. Leaders should focus on metrics like IR, CPI, LTV, and ROAS, and adopt AI-driven optimization to overcome challenges like ad fraud and privacy changes. The future is Connected Commerce—integrating apps, web, retail media, and AI.
AdjustMobile app market in 2026: predictions from Adjust | Adjust
Adjust's 2026 predictions emphasize multi-platform measurement, AI-driven decision-ready insights, and linking optimization for growth. Key themes include aggregating signals for privacy-safe personalization, predictive analytics for long-term success, and evaluating paid and organic performance together. Regional highlights: Europe's gaming growth via monetization, China's AI-native entertainment, APAC's market divergence, Japan's demand for integrated measurement. Actionable takeaway: invest in unified analytics that connect mobile, web, and offline touchpoints to optimize user journeys and ROI.
AppsFlyerWhy banks lose mobile customers (and how deep linking wins them back)
Over 75% of banking app users drop off after first session due to friction. AppsFlyer's Deep Linking Suite preserves user intent by routing customers directly to relevant in-app experiences from any entry point: web, QR codes, SMS, email, or app. Deferred deep linking ensures non-app users reach the intended destination after installation. Deep linking improves day-30 retention by 110% with personalized onboarding. For ad ops, this reduces wasted ad spend by connecting campaigns to actual conversions like account funding.
AdjustThe state of super apps: Statistics and trends | Adjust
Super apps are growing globally, with the market valued at $114.2B in 2025, projected to reach $595.8B by 2034. APAC leads adoption (46.8% market share), while Europe and North America lag due to mature banking and privacy regulations. For ad ops, super apps create closed ecosystems that limit external tracking and attribution, shifting measurement toward lifecycle performance. Independent measurement platforms like Adjust are essential for connecting acquisition, engagement, and monetization data across services. Key verticals include fintech, mobility, and SMB tools.
AppsFlyerHow banks measure marketing ROI across every channel: Paid, owned, and app
Banks lack unified attribution for owned channels (email, SMS, push), web, QR codes, and re-engagement, causing budget misallocation. Omnichannel attribution connects all touchpoints to deposits and loans, revealing that owned channels can be 2-3X more cost-efficient than paid ads. Cross-device journeys (e.g., mobile ad to desktop conversion) remain invisible in single-device attribution. Banking-grade compliance (SOC 2, ISO 27001) is maintained. Ad ops decision-makers can optimize budget allocation by comparing true cost per deposit/loan across channels.
AppsFlyerHow Gaming, Finance, and E-Commerce Marketers Use Claude and AppsFlyer MCP
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.
AppsFlyerStrong open rates, weak app revenue: your email campaign isn’t broken. Your links are.
Email, SMS, and push are high-intent channels, but a structural gap between click and in-app action causes massive drop-off. CTRs of 30-40% often yield only 1-3% in-app conversion. The root cause is ESP link wrapping, which breaks deep link context and attribution. Fixing the handoff through proper deep linking can double purchase rates and unlock channel performance. Brands must treat the link as a continuation layer, not a redirect, and ensure context survives the transition.
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The 2025 festive season drove significant mobile app activity across categories. Entertainment installs peaked post-Christmas, with video streaming up 54% on New Year's Eve. E-commerce saw highest installs on Dec 26-28, while sessions peaked earlier during deal discovery periods. Finance apps had highest sessions in early December, dipping during holidays. Food delivery maintained steady growth throughout. Gaming installs rose after Christmas, peaking at +18% on New Year's Day. Travel apps peaked Dec 26-28. Key takeaway: marketers should time campaigns to each category's unique engagement windows to maximize ROI.
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