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Lead DevelopmentFACT · 4/5•29 Sept '26•Via Digiday

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.

Entities:AppLovin Unity Google

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FACT · 4/528 Sept '26· Via AdExchanger

Publishers Face New Jersey Data Broker Law Surprise

New Jersey's data broker law, unique in the U.S., targets 'data collectors'—companies that collect data directly from consumers and sell or license it, even to a single broker. Publishers, who typically have direct audience relationships, may inadvertently qualify. The law, effective immediately upon signing June 30, has no minimum thresholds, and 'sale' is broadly defined to include routine ad tech arrangements. Qualifying companies must register by April 2027, with annual fees ranging from $5,000 to $1.5 million based on the number of New Jersey consumers' data sold. The state plans to suspend enforcement pending legislative fixes, but the sensitive data ban remains in effect. Experts advise publishers to conduct thorough data inventories and reassess downstream data-sharing relationships to mitigate financial and reputational risks.

•New Jersey's data broker law, effective June 30, 2026, defines 'data collector' as companies collecting consumer data directly and selling or licensing it, with no minimum thresholds.
•Publishers sharing data with a qualifying data broker are classified as data collectors, subject to registration by April 2027.
•Annual registration fees range from $5,000 (for up to 100,000 NJ consumers) to $1.5 million (for over 4.5 million consumers).

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