AppLovin vs Snap

Layer Launches AI Playable Ad Generator for Game Studios

Layer, an agentic creative platform for game studios, has launched Playables, an AI-powered feature that generates complete HTML5 playable ads within hours rather than weeks. The tool addresses the production bottleneck that limits playable ads to tier-one titles, despite them being among the highest-converting formats for user acquisition. The system accepts inputs such as game titles, prompts, creative briefs, screenshots, or gameplay capture, and produces network-ready, MRAID-compliant ad units compatible with major networks like AppLovin, Meta, TikTok, Google App Campaigns, Unity Ads, and ironSource. It supports various genres and allows marketers to modify mechanics and visuals via chat prompts. The feature is available immediately to all Layer subscribers at no extra cost. Layer's platform is already used by studios including King, Zynga, SciPlay, Huuuge Games, and Wildlife Studios.

• Layer launched Playables, an agentic AI feature generating HTML5 playable ads.
• The tool builds complete playable ads in hours instead of weeks.
• Playables supports genres including match-three, idle clickers, endless runners, and more.

AppLovin sues Unity; Big Tech courts creators

AdExchanger's daily roundup covers AppLovin's lawsuit against Unity over data collection from mediation requests, alleging Unity decrypted protected data. It also discusses the creator economy's expansion, with YouTube and Meta unveiling new creator tools and IAB's CreatorFronts event. The piece notes that only 36% of Fortune 500 companies have a CMO, and highlights a case where a former Converse CMO received death threats due to AI-generated misinformation. Additionally, brief updates mention Dodge AI's funding, OpenAI's agentic AI tool, Walmart's ban on AI-generated posters, and more.

• AppLovin sued Unity over data collection from mediation requests, alleging decryption of protected data.
• Only 36% of Fortune 500 companies have a CMO, with average tenure of 3.9 years.
• YouTube announced new creator features at Made On YouTube event.

AppLovin Sues Unity Over Data Collection in Ad Quality SDK

AppLovin has filed for a temporary restraining order against Unity in the Superior Court of California, San Francisco, alleging that Unity's Ad Quality SDK improperly collects data from AppLovin's MAX mediation platform without permission. The data includes ad creatives, user and device info, impression revenue, auction IDs, and mediation waterfall data. AppLovin claims Unity uses this data to train models that predict AppLovin's bidding decisions, giving Unity an unfair competitive advantage. AppLovin seeks to halt data collection within five business days and modify the SDK within 30 days. Unity disputes the claims, stating that Ad Quality is a free product designed to prevent harmful ads, and that the lawsuit is an attempt to stifle competition. The dispute is also heading to JAMS arbitration for breach of contract, trade-secret misappropriation, and unfair competition. A hearing is scheduled for September 30.

• AppLovin filed a temporary restraining order against Unity in Superior Court of California, San Francisco.
• AppLovin alleges Unity's Ad Quality SDK improperly collects data from AppLovin's MAX mediation platform, including creatives, user/device info, revenue, and auction data.
• Unity disputes claims, calling Ad Quality a free ad moderation tool and the lawsuit anticompetitive.

California governor vetoes bill banning 'pervert glasses' secret recording

California Governor Gavin Newsom vetoed Senate Bill 1130, which would have made it illegal to secretly record people using wearable recording devices like smart glasses. Newsom argued the bill defined wearable recording devices too broadly, potentially causing unintended consequences, and that existing state laws already provide adequate protections. The bill aimed to address privacy concerns amid the rise of always-listening devices from companies like Meta and Snap, which have seen significant sales. If enacted, California would have been the first state to regulate smart glasses, with fines or prison time for violators. The decision comes as other countries, like Norway, are considering similar bans. Critics have dubbed such devices 'pervert glasses' following incidents of harassment. The veto means no new specific regulations for these wearables in California yet.

• California Governor Gavin Newsom vetoed Senate Bill 1130 on October 1, 2026.
• The bill would have made it unlawful to secretly record people with wearable recording devices, with fines or prison time for violators.
• Newsom cited overly broad definitions and existing legal protections as reasons for the veto.

Colleen DeCourcy Builds In-House Creative at Sonos

Colleen DeCourcy, former CCO of Snap and agency veteran, joined Sonos as CMO in November 2025 to lead the brand's recovery from a botched app redesign. She is eschewing traditional agencies in favor of an in-house creative department and creator partnerships. Her first campaign, 'Feel the System', focuses on emotional benefits rather than specs. Sonos is also opening a 'creative cultural space' in New York for co-creation. DeCourcy aims to rebuild trust and brand recall, which suffered after the 2024 crisis.

• Colleen DeCourcy joined Sonos as CMO in November 2025.
• Sonos lost approximately $500 million in market cap and $100 million in revenue due to the 2024 app redesign crisis.
• DeCourcy's first campaign, 'Feel the System', launched in September 2026.

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