The report highlights the intensifying competition overseas brands pose to local eCommerce retailers, which saw their own UA investments shrink. This likely reflects a mix of budget reallocations, mounting competitive pressure, and market consolidation. However, AppsFlyer experts note that home-grown players still have an opportunity to grow, provided they adopt clearer strategies and embrace performance-driven, localised campaigns.

iOS shows breakout growth and lower fraud rates

The report underscores how iOS is entering a breakout phase in the UAE. While by the end of this year, Android app installs are projected to grow 713% since 2017, iOS is surging to over 1383% over the same period, with installs expected to more than double year-on-year in 2025. iOS has also seen a marked improvement in fraud prevention, with fraud rates dropping 63% year-on-year in H1 2025. By contrast Android’s fraud rate jumped 234% in the same period. This suggests iOS is becoming an increasingly attractive, and safer, channel for marketers, even as Android remains critical for scale.

UA spend dips overall despite strong early-year performance

Despite the UAE’s advanced mobile ecosystem, with smartphone penetration at 97% and average daily mobile internet use exceeding four hours, UA ad spending by eCommerce apps declined in H1 2025. Android UA spend fell 21% compared to the same period in 2024, while iOS spending was down just 6%, reflecting its relative resilience. Yet, H1 2025 still delivered the largest half-year remarketing spend to date, with Q1 alone tripling Q1 2024 levels — a clear sign of the impact of seasonal spikes during Ramadan and major retail events.

Globally, opt-in rates have steadily risen since ATT’s debut in April 2021, with almost 50% of users now consenting to tracking — up 10% since launch. The data suggests that when presented with transparency and value, users are increasingly willing to participate in data sharing.

UAE: High Performance Meets High Consent

Nowhere is this privacy-performance alignment more evident than in the UAE. Between 2023 and 2024, the region saw a sharp increase in non-organic installs: +164% in Finance and +49% in Shopping — driven by recurring spikes during high-intent seasonal periods. These peaks typically occurred from September to December, ahead of Black Friday, Cyber Monday, and the Dubai Shopping Festival, and again between February and May (depending on the year), aligning with Ramadan.

Despite this surge in scale, ATT opt-in rates remained strong in Q1 2025:

• Finance: 53% (vs. 57% globally)
• Shopping: 48% (vs. 47% globally)
• Cross-category average: 53% (vs. global 49%)
  
  

This data reveals a growing responsiveness among UAE users to ATT prompts, particularly when value is clear and timing aligns with intent-driven moments. The market’s unique combination of digital maturity, trust in mobile services, and demand for personalization, is fostering a climate where privacy-conscious growth is not only possible — it’s accelerating.

Global Trends Mirror Regional Confidence

Beyond the UAE, global data shows renewed confidence in iOS campaigns. iOS ad spend rose by 26% from 2023 to 2024 — far outpacing Android’s 10% growth — with 42% of apps increasing their iOS investments in Q1 2025 alone. Non-organic installs on iOS grew 29% year-over-year, while ATT prompt adoption by developers increased by 4% from 2023 to 2024 — now 71% higher than in 2021.

These trends confirm that performance marketing can thrive even under strict privacy regulations — provided marketers invest in the right tools and strategies.

Sarah’s immediate focus will include strengthening AppsFlyer’s regional presence, helping clients across the Middle East enhance return on investment through smarter use of mobile measurement and analytics. She will also work to deepen partnerships with leading brands and stakeholders across both regions, bringing to life AppsFlyer’s value proposition in an increasingly competitive digital economy.

Sarah joined AppsFlyer with a strong background in global partnerships and regional business development. She previously held senior roles at Tempr., where she was Head of Partnerships, Global, and at Singular, where she led Business Development and Partnerships across EMEA and India.

Retail media networks — the advertising ecosystem provided by retailers and retail facilities, through their apps, websites, on-premises billboards, and more — have been experiencing some changes of late. These changes are bringing opportunities, but only to those with adequately precise measurement models that enable laser-targeted campaigns and allow advertisers to boost engagement rates and hence, sales.

It is these benefits that are driving growth in revenues across the regional retail media space. It makes sense. A video games vendor can join forces with an electronics retailer like Jacky’s or Emax, for example, to tap into console sales data. Such collaborations can run through data clean room platforms even as privacy limitations close off traditional routes to customer acquisition. However commerce media networks normally use in-house analytics for campaign evaluation, and this limits the amount of quality data available to the advertiser. Therefore, retail media networks that can offer strong investment-returns metrics like ROI and ROAS (return on ad spend) will prosper. This makes a case for networks investing in the expansion of data breadth, depth, and actionability. In the new landscape, a strong demonstration of value will be a prerequisite for survival.

Making connections

Performance measurement has never been easy. Accurate, granular data is a must, as are the right KPIs. And platform providers must deliver omnichannel monitoring through metrics like ROAS, the incremental return on ad spend (iROAS), and customer lifetime value (LTV), as well as standards such as CPM, click-through rates, impressions, reach, frequency, attributed sales, and sales lift. ROAS shows the correlation (or lack thereof) between media-network spending and revenue generation. Incremental sales and iROAS measure the additional value brought by network-based campaigns, such as new customers, increasing basket size, or purchase frequency. All this is essential for end customers to gain an edge in a competitive retail environment.

For commerce media networks looking to attain “closed-loop” attribution — the incontrovertible link between ad purchases and customer purchases — a data collaboration partner is critical. Knowing which content, customers, and circumstances are driving incremental business means one does not have to rely on guesswork, speculation, or luck to drive sales. A rich, intuitive presentation of campaign data is just what the doctor ordered for the region’s ambitious sellers. But this alone is not enough. Dashboards must point the way to action. One of the biggest advantages of commerce and retail media is the mountain of data available. Volumes are enough to enable actionable insights that come from a deeper understanding of campaigns and the customers they target. Marketing becomes more strategic, more intelligent, and connects with more customers in more meaningful ways.

The way this is achieved in the modern media industry will hardly surprise you. Artificial Intelligence (AI) allows us to take deeper dives into campaign data than we have previously done. Campaigns must be constantly adjusted to keep pace with changing consumer sentiment. Given the amount of data involved, it is impractical to assign such a task to a human. AI is not only adept at deep analysis of large data stores but tech such as generative AI is capable of human-like understanding of queries and instructions from marketing professionals. To ensure privacy and compliance with all regulations, the AI operates within a secure data collaboration platform. This setup allows us to harness the power of AI to generate insights from the data while maintaining stringent privacy controls. We can now simply ask the AI-powered assistant for the number of whales that emanated from a specific campaign to understand the value generation and what drove it. By seamlessly sifting through multiple data sources, the AI provides insights without exposing any restricted or user-level data, ensuring all information remains protected.

Change for the better

What we are pursuing here is optimal audience segmentation, which gives us optimal campaign impact. We are achieving it by using a data platform that allows ongoing rapid campaign assessment against KPIs and business goals and therefore rapid insights that can be used for audience modeling. What the data collaboration partner brings is the capability to combine data at scale with advanced measurement and attribution functions. Because of the effectiveness of these technologies, advertisers lower their total cost of ownership because they no longer need to operate and maintain multiple systems. Imagine running more effective campaigns that are more granularly monitored and therefore can be improved upon more easily. Then imagine that this all takes place for less cost than legacy approaches.

The working day of the marketing professional looks a lot different with a data collaboration partner on board. In days gone by, they would have been stuck in perpetual brainstorming sessions over how, in the age of privacy, to extract enough quality data to run meaningful campaigns. Under the new paradigm, they consult a dashboard or pose a natural-language question into the platform itself. Insights are immediate and effortless. Then they run a campaign and find it was more effective than ever before. They look at the metrics and find their way to the root cause of success. They dial up what worked and dial down what did not, and shortly, they are in a cycle of continuous improvement.

Commerce media networks have become key to transformation within the business of advertisers. We can see the incredible gifts bestowed on all stakeholders by non-endemic advertising. When these gifts are properly leveraged by strategic thinkers who combine them with advanced analytics, they not only capture the right data; but they are able to transform it into shrewd actions.

Secret sauce

Previous generations of marketers could only dream of adapting to consumer responses and market trends with this kind of precision and impact. The right data collaboration partner and the ideal commerce media network will fuse to create a machine of innovation that can ride any market conditions to success. The approaches described are the secret sauce of market leadership.

In image above: By Sue Azari, Industry Lead E-commerce at AppsFlyer

Brands looking to advertise in the commerce media space face significant challenges such as inadequate data accessibility and breadth of coverage, a scarcity of trusted platforms for targeted audience segmentation, and the need for seamless omnichannel performance measurement. By integrating AWS Clean Rooms, brands that utilize the AppsFlyer DCP will be able to index their audiences and target the most relevant cohorts on the commerce media network without data movement from AppsFlyer's DCP. This integration allows AppsFlyer DCP advertisers to allocate their budgets more efficiently across their media strategy, maximizing the return on their marketing investments.

“We are committed to providing our customers with cutting-edge solutions that drive business growth while prioritizing privacy and security," said Edik Mitelman, General Manager, of Privacy Cloud, at AppsFlyer. "By combining the shared power of AWS Clean Rooms and the AppsFlyer Data Collaboration Platform, which includes our award-winning Data Clean Room, we enable turnkey offerings that empower our global customer base to grow their user base and better personalize their interactions with their customers in a privacy-centric and business-friendly environment.”

Commerce media networks face several key challenges including brand acquisition concerning non-endemic brands, the absence of highly secure environments for precise segmentation, and the need for robust omnichannel performance measurement to complete the customer engagement loop. With the AWS Clean Rooms integration, commerce media networks can achieve business growth through more audience insights, more relevant targeting, and closed-loop measurement capabilities using AppsFlyer DCP. By leveraging AppsFlyer's solutions, these networks can better understand and reach target audiences on behalf of their advertisers, leading to improved campaign performance, better personalization, and revenue growth.

“AWS Clean Rooms is a privacy-enhanced data collaboration service that allows companies to analyze and collaborate on collective datasets from multiple owners without having to share underlying data with each other,” said Adam Solomon, Global Head of Business Development for AWS Clean Rooms and AWS Entity Resolution at AWS. “By integrating this technology, AppsFlyer is enabling its buy and sell side customers to unlock and take action on new insights that drive collective business outcomes while ensuring the highest levels of data privacy.”

The report's key findings indicate that just 2% of ad variations command 68% of marketing spend, with 90% of advertising spending concentrated on just 10% of these ads. This happens when media sources automatically identify ads with the best engagement and direct the spend to those few ads. To pinpoint the elusive 'creative winner' that captivates potential customers and drives action, marketers must typically test upwards of 50 variations. The report also uncovers a paradox: advertisements adept at securing app downloads don't necessarily foster long-term user engagement. In fact, a higher download rate may signal lower user loyalty, underscoring a tendency for consumers to act on impulse without committing for the long haul.

“It is no secret that this has been a year of change from previous standards and best practices for creative and marketing teams,” said Shani Rosenfelder, Director of Market Insights at AppsFlyer. “As businesses drive increased collaboration across their organizations, they have turned to new technologies, strategies, and interconnected data-driven insights to fuel growth. The proliferation of AI has enabled teams not only to create more ad variations than ever, but also to measure them effectively and optimize accordingly. With only one-in-fifty ads being a 'winner', and ad fatigue inevitably setting in when consumers see them over and over, it’s a never-ending cycle. That’s why it’s crucial that teams leverage AI and other technologies to ramp up their production, measurement, and optimization to remain competitive.”

Analysis from the report found that no one scene type will excel uniformly across all platforms and that the need for marketers to understand each channel’s unique audience and context before generating new content is crucial.

When delving into the realm of gaming ads on social platforms, the report shows that lengthier video ads — those exceeding 15 seconds — are associated with heightened long-term loyalty and retention. User-generated content (UGC) on social platforms, showcasing real people engaging with apps and describing the experience, emerges as a particularly influential ad format. These content types on social platforms offer consumers a thorough preview of the gaming experience, leaving less room for surprise, and fostering a stronger bond between user and app, aligning with social media users' preference for genuine, immersive, and relatable content that integrates seamlessly into their scrolling experience.

“Automation is revolutionizing user-generated content (UGC) by empowering everyday users with innovative storytelling tools,” said Liraz Dvora Head of Creative, Global Gaming at TikTok. "Creators are increasingly adopting automated voiceover tools, setting the stage for a new wave in pop culture,” she added.

Conversely, on ad networks outside of social media, the trends differ when it comes to users playing another game and watching rewarded video ads in return for digital currency or in-game extras. For gaming apps, animated ads that replicate gameplay show 26% higher ad engagement than ads using UGC or real-life footage. For non-gaming apps, ads that incorporate real-life footage see a 15% higher rate of engagement than animated ads.

Overall, the report showcases how performance and growth marketers are working closely with creative counterparts to develop the content that will work for each platform — both in the time and the type of visuals that are created.

“Strong creative assets are the foundation of successful campaigns,” said Dana Shaviv, UA Technical Lead – Social at SciPlay, a developer and publisher of digital and mobile games. “They grab attention and drive engagement. But great ideas need a plan. Integrating content creation with strategy, while considering trends and brand originality, is key. This approach will also foster a symbiotic relationship and more collaboration between marketing campaign managers and creative teams.”

Other key takeaways from the report include:

• The necessity of variety in ad creatives, with only 1 in 50 ads being a 'winner.'
• Matching ad creatives with the appropriate platform, leveraging AI to optimize ad placement and recognizing that an ad's performance can vary significantly across mediums.
• Ads for hypercasual games (known for their simplicity and quick playthroughs) tend to be the strongest gaming genre for attracting new downloads, with about 48 app downloads for every thousand ad impressions or views.
• The vital role of AI in granular analysis, enabling optimization of thousands of variations for a competitive advantage.
• Setting realistic expectations based on your industry vertical and comparable engagement patterns.
• Balancing app install rates with user retention, optimizing both low and high cost-per-install (CPI) and average revenue per user (ARPU) strategies for maximum return on ad spend (ROAS).

Commenting on the implications of the above-average rate of app uninstallation in the country, Paul Wright, General Manager of Western Europe and MENAT at AppsFlyer said, “Research we conducted in early 2023 indicated that the vast majority (84%) of UAE business believe that mobile apps are a ‘must’ to stay relevant to their customers and consequently 9 in 10 UAE businesses now offer an app as a means of engaging with customers. However, as our latest research shows, earning, and then maintaining, a spot on customers’ smartphones is becoming immensely difficult. The harsh reality is that with a multitude of competitors and rising user expectations, apps that fail to deliver quickly and effectively are at an increasing risk of being uninstalled.”

The company also sheds light on which types of apps are most susceptible to rapid changes in user perceptions. Looking at non-organic installs — driven by successful conversions of marketing efforts — lifestyle apps fared the poorest with 86% being deleted within 30 days. Even the top 10% of these applications suffered an uninstall rate of 50%. Interestingly, finance, shopping, and food & beverage applications all showed high uninstall rates for non-organic downloads at 70%, 66%, and 62% respectively.

These figures were all significantly better for apps that had been organically downloaded by users. In these instances, just over half (52%) of lifestyle apps remained on users’ smart devices for over 30 days, while 58% of Finance apps, 64% of shopping apps, and 46% of Food & Beverage apps achieved this desirable outcome.

"Organic users have higher intent than non-organic users and therefore it is no surprise that across categories, their uninstall rate is much lower. That said, in the Middle East, for Android, non-organic installs account for the larger portion (55%) of all app installs.  This significance of non-organic installation cannot be overlooked. Rather, mobile marketers should recognize that their efforts cannot stop at simply driving installs. They need to work with other stakeholders to ensure that hard-earned users are retained as this will yield greater ROIs on their campaign investments,” explained Wright.

To enable app marketers to plan user retention campaigns more effectively, AppsFlyer worked to pinpoint exactly when users are dropping off the most. Globally, the company's data shows that the first day is when most users uninstall apps, likely the result of unmet expectations or false promises. Although all verticals display a similar trend over the first 30 days, finance apps set the pace early on with 23% higher day 1 rates compared to the average of other verticals.

“As the highest uninstall rate occurs on the first day, nailing the onboarding process becomes paramount. To reduce the uninstall rate within the first day and the first week, brands must ensure a seamless and engaging onboarding experience that fosters a strong and lasting connection with users," said Wright. "Moreover, as these high uninstall rates for UAE consumers demonstrate, brands should avoid over-promising in an attempt to maximize downloads, as it can lead to frustration and potentially damage your brand irreparably."

* – Only Android data was analyzed since iOS uninstall measurement is limited after iOS 15

1) iOS installs rebounded after ATT shock

After a 15% drop in the number of iOS non-organic installs (NOI) in 2022 compared to 2021, when shockwaves of iOS 14.5 were still being felt, 2023 saw an impressive rebound with a 9% year-over-year rise. 

What’s in store for 2024: With iOS, we’ll likely see continued growth, especially with the major enhancements in SKAN 4. But while SKAN 4.0 represents a positive step forward, it still grapples with many issues particularly when dealing with incomplete or unavailable data from SKAN. The use of a single source of truth (SSOT) to de-duplicate multiple iOS data sources will drive higher NOI figures and more efficient budget allocation with more installs attributed to marketing, lower effective costs, and near real-time insights (instead of waiting for days for input).

On the Android front, 2024 is the year of Privacy Sandbox. A complete overhaul of measurement on Android will have a profound impact on NOIs. As we’ve seen with the rollout of iOS 14.5, such massive changes can take at least a year to prepare for, figure out, and ultimately drive positive business outcomes. It’s therefore vital to get ahead of the curve in early 2024.

2) Total app downloads increased only 2% in 2023 after a 10% rise in 2022

The total number of mobile apps that users downloaded in 2023 increased by only 2%, compared to a 10% rise in 2022. This was largely the result of a 4% decline among non-gaming Android apps, which is the largest among other category/platform combinations. 

What’s in store for 2024: With Android Privacy Sandbox, there may be a period of adjustment that will reduce the volume of Android installs, which make up the vast majority of global app downloads. According to recent research from Cisco, 64% of UAE consumers have deleted more applications than they have installed meaning mobile marketers will have to fight harder to gain installs and continue to work hard on their remarketing and loyalty campaigns to stem attrition.

3) In-app purchase revenue in non-gaming apps grew 19% 

In-app purchases (IAP) on non-gaming apps, which includes subscription revenue, surged 19% YoY driven by major gains in travel, food & drink, utility & productivity, and lifestyle apps, to counter the losses among the two largest categories in non-gaming: shopping and finance, which also were at the top of the categories who cut their ad spend this year. IAP revenue includes subscription revenue, which itself jumped 30% in 2023 to become a key revenue stream for non-gaming apps. 

What’s in store for 2024: App monetization remained robust last year across IAP, in-app advertising (IAA), and subscription revenue streams, showing consumers are continuing to spend money on apps despite ongoing economic and advertising industry uncertainty. As economic signs are improving, this trend is therefore likely to continue in 2024. Furthermore, we expect more apps to adopt hybrid monetization with gaming combining mainly IAA and IAP and non-gaming mainly IAP and subscription revenue. 

4) Android remarketing conversions down 9%

Non-gaming remarketing conversions on Android dropped 9% YoY in line with the budget decreases in app install ad spend due to the economic downturn. Gaming remarketing enjoyed a 34% surge, but it should be noted that this activity represents only a fraction of overall remarketing and a very small percentage compared to the use of UA in gaming. 

What’s in store for 2024: As we move from advertising-ID-based remarketing under Privacy Sandbox to remarketing using the new Protected Audiences API, we are confident that remarketing will have successful continuity thanks to this robust solution. 

On the iOS front, there’s also the expectation of a proper solution for remarketing without IDFA under SKAN 5, which may be released early next year. It appears that it will only support re-engagement with users who have an app installed, not those who have deleted it. It’s not currently clear how this will work, but it appears that Apple will develop a framework that’s similar to the Protected Audiences API. 

Hurdles to overcome

With consumers becoming increasingly selective, Privacy Sandbox soon to be rolled out, continued budgetary pressures, and constantly evolving market dynamics, mobile marketers will have to work diligently to navigate their way to success in 2024. Being aware of the above data trends and closely analyzing campaign performance using measurement platforms will allow marketers to capitalize on the available opportunities.

While retail marketers continue operating in an uncertain economic landscape, last year’s Q4 holiday shopping season, which saw more in-app purchases by consumers compared to Q4 in 2021, should provide a glimmer of hope. Consumer spend in shopping apps climbed 37% in Q4 2022 compared to Q3 2022, 30% higher than the rise in 2021 over the same period. On average, retail apps generated 10% more revenue in the peak shopping month of November 2022 compared to November 2021. Additionally, In-app purchases (IAP) remained high throughout the entire holiday season, suggesting that retailers focused on attracting customers with early discounts and continuous holiday season incentives, leading to shoppers making return visits to their favorite shopping apps and also making repeated purchases, which drove shopping’s economic engine.

“In 2022 the UAE saw the highest share of paying users on iOS in November. Clearly, peak season campaigns work, so I would advise UAE mobile marketers to plan early for the upcoming White/Yellow Friday sale season,” said Sue Azari, Industry Lead for eCommerce, AppsFlyer. “To capitalize on this, organize user acquisition campaigns ahead of White/Yellow Friday and Single's Day to benefit from the more affordable costs during this timeframe, and use remarketing strategies to guide users to the app via paid and owned media channels.”

Key insights from the 2023 State of eCommerce report:

• Through 2022, mobile marketers spent over US$45 million on user acquisition campaigns, with the lion’s share of this (78%) being directed at Android users.
• Marketing efforts appear to have resonated more strongly with iOS users, with the growth in eCommerce app installs on the platform for FY2022 increasing an impressive 45.3%, compared to lower, but modest increase of 14.7% for Android installs.
• Last year, in-app spending on Android devices in the UAE saw an 11% month-over-month increase, with a 77% spike in November over October; on iOS, these figures were 4% and 30% respectively.
• Globally, in-app consumer spend increased 81% on Black Friday 2022 compared to the daily average in the month of November, with Android averaging 61% higher.
• eCommerce marketers spent $4.9 Billion on attracting app users worldwide in 2022, with the economic downturn leading to a 25% drop in spending in H2 2022.
• Apple iOS apps had an 85% higher share of paying users compared to Android, and November conversion rates were 15% higher compared to the monthly average on both iOS and Android platforms.
• The cost of Media in the eCommerce vertical has significantly dropped 30% YoY when comparing Q1 of 2023 to Q1 of 2022.
• Marketers’ customer acquisition costs, measured in Cost Per app Installs (CPIs), peaked in November 2022 and dropped 30% when comparing Q1 of 2023 to Q1 2022 – more specifically, decreasing 33% on iOS and 11% on Android.
• Marketing-driven non-organic installs (NOIs) rose 19% on iOS thanks to a drop in CPIs and increased confidence in measurement in the post-iOS 14.5 app environment. 
• Marketers are focusing on remarketing as it remains a vital and cost-effective component of the global marketing landscape, consistently boasting a share of over 40% monthly.

“The impact of the downturn on ad spend as seen during the first quarter of 2023 has been significant with marketers cutting budgets, but the success of the 2022 holiday season, even amidst the prevailing financial slowdown worldwide, should instil greater confidence in marketers as they plan for the upcoming holiday season,” said Shani Rosenfelder, Director of Content Strategy & Market Insights, AppsFlyer. “Emotional marketing offers a greater resonance now more than ever, so marketers should stay attuned to the needs and sentiments of their audience to connect with them on a deeper level."

Methodology

AppsFlyer’s State of eCommerce App Marketing, 2023 Edition is an anonymous aggregate of proprietary global data from 3.7 billion app installs from 8,500 eCommerce apps and 22 billion remarketing conversions.

“The Protected Audience API offers major progress when it comes to user privacy that aligns with how AppsFlyer envisions the future of privacy-centric marketing,” said Roy Yanai, AVP Product, Measurement, AppsFlyer. “Following extensive research, and working with the Android and Remerge teams, we look forward to the ways the Protected Audience API will unlock remarketing for many businesses. Beyond remarketing alone, the Protected Audience API is a great advancement for the app ecosystem and showcases how to leverage technology to preserve privacy, without compromising the user experience.”

As part of Google’s Privacy Sandbox initiative on Android, and in the footsteps of its Chrome counterpart for the web, Google has introduced the Protected Audience API on Android, a framework for a privacy-centric, on-device, ID-less remarketing solution on mobile. With the Protected Audience API, the Android OS will facilitate the exchange of information between advertiser and publisher apps as well as their corresponding ad-tech platforms to allow for on-device custom audience targeting.

"We're excited to see AppsFlyer and Remerge developing solutions using Privacy Sandbox on Android, and look forward to continuing to work with their teams and other organizations as part of an ecosystem-wide collaboration,” said Amit Varia, Director of Product Management at Google.

The solution AppsFlyer has built with Remerge allows advertisers and ad platforms to utilize the Protected Audience API for custom audience segmentation and privacy-centric re-engagement, as well as advanced bidding and personalized creatives according to privacy-centric purchasing intent triggers. It will also offer measurement reporting, so marketers and advertisers can easily understand the success of their campaigns.

Advertisers could manage audiences created by first-party data based on their own rules directly on the AppsFlyer platform, as well as collaborate with ad networks (DSPs) to manage audiences created by the DSPs on behalf of the advertisers.

In addition to supporting advertisers with privacy-centric remarketing campaigns, AppsFlyer offers SDK services to DSPs to allow them to work within the Protected Audience API framework. In this way, AppsFlyer acts as a bridge between advertisers and DSPs, enabling them to work together to create and manage privacy-centric audiences.

“At Remerge, we’re proud to be working on this solution with AppsFlyer and Google – and to play a defining role in the future of mobile marketing. Building this new, privacy-first framework will enable businesses to continue their mobile remarketing efforts, while still protecting the personal data of end users,” said Pan Katsukis, CEO and Co-Founder at Remerge.