AppsFlyer Expands Industry Collaboration with Unified ID 2.0 and ID5 to Power Independent, Privacy-First Measurement and Audience Activation
New integrations provide marketers with transparent, interoperable framework for data-driven advertising
SAN FRANCISCO – May 12, 2025 – AppsFlyer today announced an expanded initiative towards enhancing independent, privacy-focused measurement and audience activation. By integrating with two leading identity solutions – Unified ID 2.0 (UID2) and ID5 – AppsFlyer is reinforcing its commitment to breaking down data silos and enabling secure, cross-platform collaboration to empower marketers.
With real-time measurement and transparent identity solutions more critical than ever, AppFlyer’s latest integrations provide advertisers with a more accurate and effective way to activate audiences and measure campaign performance. At the core of this initiative is AppsFlyer’s commitment to building an open, independent tech stack that seamlessly integrates with many of the industry’s most trusted identity providers to ensure interoperability and neutrality.
“The future of this industry relies on advertisers knowing that there is an independent, unbiased measurement framework that is powering their campaigns,” said Tami Harrigan, VP of AppsFlyer’s Data Collaboration Platform. “Our integrations with Unified ID 2.0 and ID5 are a testament to our belief in collaborative excellence, enabling a seamless, trusted, and secure data ecosystem.”
Through these partnerships, AppsFlyer is setting a new standard for data-driven marketing, enabling advertisers to:
- Seamlessly activate audiences by converting their valuable first-party data into UID2s and onboarding to The Trade Desk’s media-buying platform for more precise, privacy-conscious targeting and measurement.
- Access ID5’s cutting-edge identity resolution technology, integrated directly into the AppsFlyer platform.
“Unified ID 2.0 is designed to help marketers unlock the full value of their first-party data with precision, scale, and privacy at the forefront,” said Gabe Richman, GM Data Partnerships, The Trade Desk. “By integrating Unified ID 2.0 into its measurement and activation framework, AppsFlyer is providing advertisers with a seamless way to enhance audience targeting, improve attribution, and drive better outcomes in today’s data-driven digital advertising landscape.”
“Measurement is one of the greatest challenges facing the industry today. Without it, marketers struggle to evaluate progress, demonstrate success, and allocate budgets effectively,” said Mathieu Roche, CEO and Co-Founder, ID5. “While there are many solutions available, it’s our responsibility as technology providers to simplify the choices and make measurement more accessible. Interoperability is key to achieving this—by bringing together the power and innovation of our solutions, we can make measurement easier than ever for marketers.”
About AppsFlyer
AppsFlyer helps brands make good choices for their business and their customers with its advanced measurement, data analytics, deep linking, engagement, fraud protection, data clean room, and privacy-preserving technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer empowers thousands of creators and thousands of technology partners to create better, more meaningful customer relationships. To learn more, visit www.appsflyer.com.
