AppsFlyer vs Branch

BIGO Ads Ranks 7th Globally in Android Gaming

BIGO Ads, the deep learning-based advertising platform under JOYY Inc., has been ranked No. 7 globally in the Android Gaming Overall Power Ranking in the AppsFlyer Performance Index 2026. The platform secured 11 placements across gaming and non-gaming Power Rankings, spanning global and specific regional categories. This recognition highlights BIGO Ads' growing influence and performance in the mobile advertising ecosystem, particularly within the Android gaming sector. The ranking is based on AppsFlyer's comprehensive analysis of media sources, evaluating them on key performance metrics such as install volume, retention, and return on ad spend. This achievement underscores BIGO Ads' effectiveness in driving user acquisition and engagement for gaming advertisers.

• BIGO Ads ranked No. 7 globally in the Android Gaming Overall Power Ranking.
• The platform secured 11 placements in gaming and non-gaming Power Rankings.
• The ranking is from the AppsFlyer Performance Index 2026.

AppsFlyer's Gil Bouhnick on Cross-Platform Measurement Evolution

In this MarTech Series interview, Gil Bouhnick, Director of Product at AppsFlyer, shares insights on how cross-platform measurement must evolve as customer journeys fragment across devices and channels. He emphasizes the need for unified data views, consistent definitions, and customer-centric measurement. Bouhnick discusses the importance of distinguishing between observed and modeled data due to privacy constraints, and advises against building custom attribution models, favoring vendor solutions and experimentation. He highlights the shift from device-level to customer-level measurement, essential for AI-driven optimization. The interview covers practical advice for early-stage founders on owning first-party data and building privacy-compliant systems. The article includes promotional content about AppsFlyer's capabilities and Bouhnick's background.

• Gil Bouhnick is Director of Product at AppsFlyer.
• The interview is published on MarTech Series on October 14, 2026.
• Bouhnick advises against custom attribution models, favoring vendor solutions.

TikTok Attribution Source Optimization Aligns Measurement and Bidding

TikTok introduces Attribution Source Optimization for app advertisers, allowing them to select their preferred attribution source (e.g., MMP) to inform campaign optimization. This addresses discrepancies between platform and MMP reporting by aligning measurement and bidding signals. Features include support for Adjust, AppsFlyer, Singular, and upcoming integrations with Airbridge, Branch, Kochava, and Tenjin. Alpha testing with iOS gaming app That's My Seat showed an 18% lift in Day 0 tROAS and 15% increase in billing ratio. The move aims to give advertisers more control as AI-driven automation increases, ensuring optimization uses the same conversion signals marketers trust for performance evaluation.

• TikTok launches Attribution Source Optimization for app advertisers.
• Solution available with Adjust, AppsFlyer, and Singular; integrations with Airbridge, Branch, Kochava, and Tenjin in development.
• Alpha test with That's My Seat showed 18% lift in AppsFlyer-reported Day 0 tROAS and 15% increase in billing ratio.

AdTech Losing the Argument Against Apple

Paul Evans, a columnist, analyzes the ongoing battle between Apple and the AdTech industry. The article argues that the industry is losing the argument, despite having a strong case to make. It highlights the perceived unfairness of Apple's privacy measures, which have a disproportionate impact on third-party ad tech, and suggests the industry has failed to effectively communicate its value proposition to consumers, regulators, and the broader public. This loss of narrative is leading to regulatory and reputational headwinds for the digital advertising sector.

• The article argues the AdTech industry is losing the argument or narrative against Apple's privacy-focused stance.
• It critiques 'legitimate interest' practices used by many AdTech vendors as part of the IAB TCF framework.
• The article highlights the complexity and data-hungry nature of the AdTech ecosystem as a liability in the public discourse.

Branch Brings Paid and Organic ChatGPT Measurement Together

Branch now supports advertising on ChatGPT Ads through its Conversions API (CAPI) integration, giving marketing teams a way to attribute engagements across app, mobile web, desktop, and offline.

Branch Expands AI Measurement With ChatGPT Ads Attribution Across App, Web and Desktop

New support helps advertisers connect paid ChatGPT Ads campaigns with organic AI traffic and every other customer acquisition channel.