AppsFlyer’s Next Chapter for the AI Era: From Mobile Measurement to the Modern Marketing Cloud

Every major shift in marketing begins with a revolution.

The first was the mobile revolution. Fourteen years ago, apps changed how people discover, download, and engage with products. Marketers suddenly needed a way to understand what was working, and that’s where we started: building a trusted measurement platform that connected the dots across a fast-growing mobile ecosystem.

Then came the privacy revolution. Overnight, the rules of data collection and sharing were rewritten. Marketers had to adapt, and we evolved with them by reimagining measurement through privacy-enhancing technologies, secure data collaboration, and a single source of truth to connect a fragmented reality. It was a turning point that proved growth and privacy can coexist.

Now we’re in the midst of the AI revolution. It’s faster and more transformative than anything before it. But even the most advanced AI needs a solid foundation: trusted data, privacy-safe collaboration, connected customer experiences, and accurate measurement.

That brings us to today. At our Fall Release event in London, we introduced the next evolution of our journey, the Modern Marketing Cloud, with ten new products across four core suites designed to redefine marketing in the AI era.

What is the Modern Marketing Cloud

The Modern Marketing Cloud is the next evolution of marketing infrastructure: a unified, privacy-first platform built for the AI era. It’s where data, intelligence, and creativity come together to power smarter and more meaningful decisions.

It brings together four integrated suites that work as one:

• Measurement Suite: Delivering a true omnichannel view of performance across every channel and device by combining bottom-up attribution with top-down measurement.
  
• Deep Linking Suite: Creating personalized, contextual experiences that connect users to the right content at the right moment – across devices and journeys.
  
• Data Collaboration Suite: Allowing brands and their partners to collaborate securely and unlock infinite opportunities based on value from their shared data.
  
• Agentic AI Suite: Enabling autonomous marketing through goal-based optimization, intelligent agents, automated workflows, and actionable insights.

Traditional marketing clouds were built around closed ecosystems and media management. They focused on managing spend and audiences inside walled gardens rather than connecting the broader ecosystem. That model made sense when marketing was simpler, but today’s world is far more complex, and with far more opportunities.

The Modern Marketing Cloud takes a different approach: it’s open, neutral, privacy-first, and leverages the power of AI. It is designed for the modern marketer who needs accuracy, insight, and control across every touchpoint.

Measurement You Can Trust

Measurement has always been at the heart of what we do. It’s where our story began and where we continue to lead.

In today’s complex world, consumers move seamlessly between devices and channels, generating more data but also more complexity. The irony is that the more connected the world becomes, the harder it is to connect the dots. Beyond channels and platforms, there’s also a surge in signals, from incrementality and creative performance to fraud and behavioral data. In short, measurement is getting harder.

So how can marketers trust what they measure? 

Today we’re introducing three new products that will take your confidence in measurement to a whole new level:

Cross-Platform Journeys & LTV

For years, marketers have chased the idea of true omnichannel measurement: one view that connects every touchpoint. The explosion of CTV, PC and console, and web engagement is finally making that vision real. Advances in privacy-preserving attribution, identity stitching, and clean-room collaboration now make it possible to connect fragmented journeys into one coherent view.

The new Cross-Platform Journeys and Lifetime Value (LTV) capability brings data together across mobile, web, CTV, PC, and beyond to tell one unified user story. By focusing on the user rather than the device or install, it analyzes every interaction across platforms, measures events and revenue, and attributes it back to the campaign that started the journey.

The result is a clear, connected picture of performance. Marketers can uncover hidden revenue once labeled “organic,” increase attributed LTV (early results show a 27%-65% lift), boost ROAS (up to 50%), and make smarter, more confident decisions across every channel.

Incrementality for User Acquisition

The new Incrementality for UA (on top of the successful Incrementality for Remarketing product)  answers the question every marketer asks: Would these users have converted without marketing? It isolates the true impact of your campaigns by filtering out external noise like seasonality or PR.

Incrementality complements attribution. Attribution shows what happened; incrementality reveals why. Together, they give marketers the full picture.

Built with 50 design partners and dozens of networks, Incrementality for UA turns complex modeling into a few clicks. During the beta we’ve seen impressive results: 18% of campaigns showed no incremental impact at all, while others drove up to 10x more conversions than attribution alone. Fubo, the sports-first streaming platform, saw a 35% lift in one campaign and three times higher performance in another.

Enhanced Attribution Model

Click flooding has long distorted results across the industry. Our new model uses real-time AI and per-device logic to ensure every attribution decision reflects true user intent. Customers adopting it have seen up to 100% uplift in key KPIs such as first-time deposits. For years we’ve known that cleaner data drives better performance; now there’s a model that incorporates it per device, per use case.

Autonomous Marketing: From Manual to Intelligent

In almost every conversation with marketing leaders about AI, one theme stands out: curiosity mixed with caution. AI isn’t here to replace human intuition; it’s here to expand it. The real opportunity lies in balancing creativity, context, and strategy with the power of intelligent machines.

For the first time since the mobile revolution, the bottleneck in marketing has shifted. Building is no longer the challenge; end-user attention is. To earn it, marketers must use AI as a natural extension of their creativity.

That’s where Agentic AI comes in. It turns data into insight and insight into action. And because your AI is only as good as your data, we’ve made sure your AppsFlyer data is AI-ready: accurate, connected, and privacy-safe.

AI Assistant & My Dashboards

The new AI Assistant lives inside My Dashboards, turning questions like “Which campaigns delivered the best ROAS this week?” into instant answers. It’s your daily copilot that surfaces insights, summarizes results, and suggests what to look at next all in natural language.

Within My Dashboards, AI, data, and insights come together in one unified view. The assistant adapts in real time, highlighting trends and anomalies so teams can act faster. Dashboards can be customized and shared across teams, turning data into collaboration and insight into action.

It’s no surprise that 70% of our customers have already adopted this new experience, and we’ve seen how it’s boosted their efficiency, especially with the help of the AI Assistant.

MCP: Model Context Protocol

Our Model Context Protocol (MCP) securely connects your data to language models like ChatGPT, Claude and Gemini. It translates questions into structured queries and delivers insights with full context. Our MCP now also powers our new AI-to-AI collaborations with partners such as Amplitude and Braze, combining attribution, analytics, and engagement into one intelligent workflow.

Creative Management

Ad impressions rose nearly 40% in 2025, and many marketers now juggle up to 10,000 creative variations. The problem? Creativity has scaled faster than the systems meant to manage it. In the last couple of years, we tackled this challenge with the industry’s first automated Creative Optimization solution, now optimizing $5B in spend.

But, there was still a missing piece in this autonomous creative puzzle. Now we’ve filled the gap: Creative Management automatically syncs and organizes assets, scoring creatives with AI pre-flight analysis, and distributing top performers across networks in one click. What used to take hours now happens in minutes.

Agent Hub

Part of the new AppsFlyer Agentic AI Suite, the Agent Hub turns autonomous marketing execution into reality. It’s home to AppsFlyer’s AI agents, intelligent assistants built on privacy-safe, AI-ready data that automate key workflows like reporting, anomaly detection, and optimization within a secure environment.

Launched with six ready-to-use agents, the Agent Hub helps marketers move from insight to action automatically – surfacing opportunities, catching issues early, and freeing teams to focus on strategy and creativity. As the execution layer of the Modern Marketing Cloud, it connects with MCP (Model Context Protocol), enabling brands to build or integrate their own agents. Together, they power a new era of trusted, autonomous marketing built for speed, clarity, and growth.

Data Collaboration: From Isolation to Signal Richness

Data Collaboration is the third foundation of the Modern Marketing Cloud. For years, marketers have relied on fragmented, siloed data and long legal processes to access insights. Valuable information was there all along, just out of reach.

But, in the AI era, untapped data potential is no longer acceptable.

Introducing Signal Hub

That’s changing with Signal Hub, a curated, privacy-safe data marketplace within the AppsFlyer Data Collaboration Suite. With Mastercard as our first global partner, and more to come, brands can now enrich, analyze, and activate data responsibly in governed clean rooms.

Signal Hub simplifies collaboration. Data owners list once, and brands can subscribe and activate securely. Signals are aggregated, verified for freshness and compliance, and matched to your data without any personal information changing hands. It’s not a warehouse of raw data but a curated library of quality signals that marketers can trust.

The next chapter of growth won’t come from bigger budgets or new identifiers but from better signals that capture intent, reflect real behavior, and power smarter targeting, sharper measurement, and AI that truly understands people.

The Final Word

We’re living in extraordinary times. Every generation believes its era is revolutionary, but this one truly is. The AI revolution is reshaping how we build, connect, and grow, and it’s moving faster than anyone imagined. None of us can predict where it will lead, but one thing is clear: we’re only at the beginning.

Progress happens when we balance what’s new with what’s proven, embracing innovation while staying grounded in what’s known: data, measurement, privacy, collaboration, AI, innovation, and community. These are our constants and our compass.

As we enter this new chapter, we do it together—as builders, innovators, and partners shaping the next decade of marketing. The Modern Marketing Cloud is only the beginning. We’re still just 1% done.

Want to dive deep into our new products? Dive in!