By Luís Daniel Rijo in Display News — Mar 22, 2022

Meta ads, TikTok for Business and AppLovin are the top media sources in mobile advertising

AppsFlyer today released the 14th edition of its Performance Index, a ranking the top media sources in mobile advertising. Meta Ads takes top spot in SKAdNetwork Index ranking, followed by TikTok for Business and AppLovin.

Top media sources in mobile

The newest edition of the AppsFlyer’ Performance Index is the first to measure activity completely post-Apple’s App Tracking Transparency (ATT) enforcement.

AppsFlyer says Meta was able to drive a higher scale than all other media sources, while its quality signals were best across in-app engagement for non-gaming apps, as well as in-app purchases (IAP) for both gaming and non-gaming. AppsFlyer thinks that Meta’s internal modeling for SKAN is improving, driving better results for advertisers on the platform.

“The growth in adoption of Apple’s SKAdNetwork and AppsFlyer’s release of Conversion Studio has enabled a significant expansion of the scope and methodology of the Performance Index,” said Shani Rosenfelder, Head of Content & Mobile Insights, AppsFlyer. “As media sources improve their SKAN modeling, it will be interesting to see if advertisers shift some budgets back to iOS, or whether a limited and aggregate data reality will continue to determine budget allocation, at least until advertisers gain more confidence in their ability to drive performance with existing SKAN signals.”

Google took third among non-gaming apps in the SKAN Index, with the search giant capturing third place in both the IAP and engagement power rankings for non-gaming apps, mostly driven by a second place finish in the Life & Culture category. Snap also made advances in the SKAN Index, coming in fourth in the IAP power and volume rankings for non-gaming apps.

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