Marketers Say Their Top AI Priority is Enhancing Cross-Platform Accuracy, According to Survey Data
AppsFlyer’s new survey finds rising investment in AI to close attribution gaps, with Retail Media and CTV at the center of concern
SAN FRANCISCO, September 4, 2025 — In a new survey conducted by AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, marketing leaders pointed to artificial intelligence as a frontline solution to longstanding measurement challenges, with 41.2% of respondents saying they believe AI can most meaningfully improve measurement by enhancing cross-platform accuracy.
The data, based on survey results from 481 marketing executives, reveals the mounting frustration with attribution blind spots and ROI opacity, especially as ad budgets continue to flow to Retail Media and CTV. Nearly half (44.5%) cited fragmented and non-unified data as their biggest challenge, and 38.9% pointed to internal misalignment between data and media teams.
Meanwhile, mobile remains the most established and measurable channel: 76% of marketers say mobile apps are central to their overall strategy, with 45% ranking mobile apps and mobile web as the top two channels they measure most closely. For marketers navigating an increasingly complex landscape, mobile serves as both the high point of current measurement capabilities and the model for what unified, cross-channel strategies can achieve
“While retail media and CTV have firmly moved from experimental to becoming cornerstones of modern growth strategies, marketers haven’t yet reached the same level of confidence in measuring them as they have with mobile,” said Brian Quinn, President and General Manager, North America at AppsFlyer. “Marketers are finally putting performance metrics at the forefront for these newer channels, with a focus on strengthening cross-channel measurement and decision-making. The real opportunity ahead is in unifying data and insights across platforms, empowering teams to invest with greater confidence and achieve more measurable impact.”
The data reinforces Quinn’s perspective that adoption has decisively moved from exploration to application: 19.3% of marketing executives report heavy reliance on AI, with 82.1% of respondents indicating some level of active usage.
Additional findings from the 2025 Measurement Benchmark Survey include:
- 46.2% cite real-time performance insights as AI’s most valuable measurement use.
- 40% are using or exploring AI-driven fraud prevention.
- 26.2% are adopting probabilistic attribution to manage signal loss.
The survey included responses from 481 senior marketing professionals across North America. Participants represented brands in verticals including finance, gaming, consumer apps, and retail, with a focus on decision-makers responsible for marketing strategy, data, and measurement. All responses were collected between July and August 2025 using anonymized, privacy-preserving methodologies and validated volume thresholds.
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 technology partners to create better, more meaningful customer relationships. To learn more, visit www.appsflyer.com.
Media Contact:
Brett Pinto
brett.pinto@appsflyer.com
