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29.08.2025

Play Integrity API in 2025: how to turn attestation into real ROAS

Google’s Play Integrity API has matured into a first-line growth control: it verifies that a request comes from your genuine app, installed by Google Play, on a genuine Android device — and it now ships with tighter setup paths, native (C/C++) hooks, and new remediation tools. Used well, it cuts fraud and incentive abuse without slowing real users, and it keeps your UA models trained on clean events.  What Integrity actually checks An integrity verdict returns device integrity tiers (Basic/Device/Strong, the latter being hardware-backed), app integrity (package, version, signing cert, installer), and Play Protect/licensing signals, bound to a short-lived, signed token. That lets you gate attribution, rewards, and purchases to trusted environments instead of paying out on emulator farms or tampered builds. What’s new in 2025 Setup has been streamlined from both sides: you can enable responses in Play Console (recommended) or via Google Cloud — useful for SDK providers and apps distributed outside Play. Google also introduced device recall (beta) at I/O 2025, plus native integration guides and APIs for C/C++ projects, so game teams can call Integrity from engine code without Java glue.On the workflow side, Google documents standard and classic request patterns, with explicit guidance on nonce hygiene, replay protection, and server verification to keep tokens fresh and unforgeable.  Finally, Google’s fraud-prevention playbook emphasizes Integrity as the centerpiece alongside access/accessibility risk, Play Protect, and recent device-activity signals — useful context for your risk scoring.  How high-performing teams deploy it Treat Integrity as real-time quality, not a one-time install check. Prepare the token provider at app launch, then request tokens only on high-value actions (reward claims, IAP confirms, wallet cash-outs) — or sample events by risk cohort to avoid latency spikes. Verify tokens server-side, enforce fresh nonces (2–3 minutes), and persist verdicts to power bid rules and anti-abuse automation.  In UA, require at least Device Integrity for paid attribution and bonus payouts; prefer Strong Integrity where the device base supports it. In rewarded flows, request a fresh token at claim time and queue, don’t hard-fail, on transient errors to protect revenue without punishing good users. For IAP, pair Integrity with Play Install Referrer timing checks and escalate if a device flips tiers in a short window. (Google’s docs explicitly recommend tiered enforcement and avoiding long-cached verdicts.)  Engineering notes that save weeks Where this fits with Privacy Sandbox and OEM inventory Integrity doesn’t replace attribution; it cleans the signal that feeds your models and payouts while Sandbox changes how you attribute. Because Integrity validates app + device rather than a cross-app ID, it complements Sandbox postbacks and keeps your CPI/CPA economics honest even as identifiers evolve. And since responses can be enabled via Google Cloud, SDK providers and mixed-distribution apps can standardize verification across diverse Android builds.  Bottom line In 2025, the win is simple: verify fewer moments, verify them better. Prepare early, attest on high-value actions, verify server-side with fresh nonces, and use the verdict tiers to tune payouts and privileges. Do that, and Play Integrity becomes an invisible growth feature, lower fraud, cleaner cohorts, steadier ROAS rather than just another SDK checklist.

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25.08.2025

CTV to Installs: How Samsung Ads “Mobile Conversion” turns TV Reach into Mobile Growth

Connected TV is no longer a pure awareness play. With Samsung Ads Mobile Conversion, the CTV impression is wired directly to mobile app installs and in-app actions — with partner-grade attribution and lift testing built in. As a mobile-traffic source that optimizes across screens, here’s how we deploy it, what to watch in reporting, and where the product is heading next. What “Mobile Conversion” actually is Mobile Conversion is a cross-device performance workflow inside Samsung’s DSP. Campaigns start on Samsung TV (and can extend to mobile/desktop), and downstream outcomes — app installs, registrations, purchases are captured via your MMP. The key construct is a Conversion Group you attach to the flight: it holds the AppsFlyer or Adjust trackers and becomes the anchor for optimization and incrementality reporting. In practice, you’re buying CTV reach and measuring true mobile outcomes without cobbling together custom plumbing. Measurement you can trust Configuration is straightforward: create a Conversion Group, paste your MMP impression/click trackers, and enable Performance Tracking (formerly “Conversion Tracking”) on the line item. Samsung ingests attributed events back from the MMP for pacing and optimization. For proof beyond last-touch, you can run a Conversion-Group-Based Lift Report after launch to quantify incremental impact versus a control. If you sell publisher inventory or streamers in parallel, Samsung also surfaces integrations (e.g., with Kochava for Publishers) for unified cross-platform views. Targeting that moves the needle Because Samsung sits on the largest global footprint of smart TVs, you can tap ACR-derived audiences and cross-device IDs to find under-exposed linear viewers, prospect with CTV, and retarget on mobile. You can also build Smart Audiences in the DSP for behavioral and genre-based segments, then layer mobile and desktop to capture the install right after the living-room exposure. Reporting that supports real optimization Live flights should be monitored in three views: A practical nuance: keep tracking hygiene tight. Align macros across CTV and mobile tags so your MMP sees a consistent signal; mismatched parameters are the #1 cause of under-attribution on cross-device tests. How we activate it for clients We open with broad ACR audiences on CTV to seed awareness, then spin up Mobile Conversion lines with Conversion Groups pre-wired to AppsFlyer or Adjust. After a 7–10 day learning window, budget shifts toward CTV segments demonstrating strongest post-view mobile outcomes. If the KPI is events (D1 registrations, first purchase), we pass those back to the DSP and optimize to event-level CPA rather than CPI. For brands that need causal proof, we schedule a Lift read after sufficient volume. Where the product is going Samsung continues to package actionable and interactive CTV units alongside Mobile Conversion, shrinking the distance between exposure and action (QR, send-to-phone, shoppable overlays). The through-line for growth teams is simple: CTV can now carry performance accountability comparable to mobile — without giving up the upper-funnel reach that TV does best. Samsung Ads Mobile Conversion finally standardizes the CTV → mobile path: clear setup (Conversion Groups), verified MMP attribution, and built-in lift. If your Q4 plan still treats CTV as “brand only,” you’re leaving measurable installs and revenue off the table. Wire the MMP trackers, launch with CTV reach plus mobile follow-ups, and let the Lift report settle the argument then scale into interactive CTV once ROAS clears your bar. In 2025, the living room is a performance channel; it’s time to buy it like one.

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22.08.2025

OpenRTB 2.6+: ID Provenance, Protected Audience and what it means for OEM traffic

As a mobile-traffic source that trades a large share of OEM inventory, we’ve upgraded our pipes to the latest OpenRTB 2.6+ changes. Two updates matter most for performance and compliance in 2H-2025: transparent identifier provenance and native fields to test Protected Audience (PA) auctions. Here’s what changed, how we implemented it, and how advertisers and DSPs should respond. Fix identity trust, then test privacy-first retargeting Bidding is only as good as the signals you trust. 2.6+ finally standardises where an ID came from and who bridged it, while Google’s Authorized Buyers extensions expose PA test flags at bid time. Together, they let you price OEM impressions by verified identity quality today — and experiment with ID-free retargeting for tomorrow. What’s new for ID provenance (OpenRTB 2.6-202409) OpenRTB extends user.eids[] with provenance fields so buyers can separate native advertising IDs from stitched identities: At the same time, the spec reiterates the original semantics for device.ifa: it is the platform advertising ID (IDFA/AAID and, where applicable, OEM equivalents such as OAID). Anything not the platform ad ID belongs in user.eids[] with proper provenance. Translation for mobile: stop overloading buyeruid or device.ifa with third-party identifiers; put them in eids and say exactly who created them and how. Why this matters to OEM supply OEM marketplaces (Xiaomi/OPPO/Transsion, etc.) often transact a mix of GAID/AAID/OAID and partner IDs. With provenance, our exchange can mark the source and match method for every EID we pass downstream. DSPs gain a clean feature for bid models e.g., pay more when inserter=oem_sdk and mm=native, shade or block when an external graph injected the ID. What’s new for Protected Audience testing (Authorized Buyers extensions) To run Protected Audience (formerly FLEDGE) experiments through OpenRTB, Google’s extensions introduce explicit flags and objects in the impression and the response, including: This gives buy- and sell-side a standard wire format to coordinate PA tests without third-party cookies — and without leaking user-level identifiers. OEM angle Where OEM inventory routes through web surfaces (device browsers, OEM news feeds) monetised via Google Ad Manager/Authorized Buyers, those requests already carry the PA fields. That lets brands test ID-less retargeting in Chrome while continuing deterministic app-install measurement via MMPs on Android. For in-app OEM supply, the parallel track is Android Privacy Sandbox on device; the RTB layer (and your BI) should log the same flags for experiment analysis. How we implemented the changes (and what you get) Integration checklist for advertisers & DSPs Bottom line OpenRTB 2.6+ finally gives programmatic a common language for who created an ID and how, and Authorized Buyers extensions make Protected Audience a first-class, testable path to retargeting without cross-app IDs. For OEM traffic, that’s a win-win: you can pay for verified identity today and pilot ID-free reach for tomorrow — with one spec, one log format, and fewer assumptions in your bid models.

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19.08.2025

Huawei turns up the heat on Petal Ads in Southeast Asia: What marketers should do now

Huawei is ramping activity for Petal Ads across Southeast Asia, pairing device-integrated inventory with tourism and retail partners as Chinese travel rebounds. For UA and brand teams, this means more on-device reach, tighter cross-border funnels, and new surfaces to convert high-intent visitors. Here’s the official picture — and how to act on it. Huawei’s signal moment came in Bangkok at Eco Partner Connect 2025, where APAC leaders positioned Petal Ads as the smart-device marketing rail to “precisely target audiences and drive growth in local and overseas markets — especially China.” The event showcased live collaborations with Thailand’s Siam Piwat (Siam Paragon, ICONSIAM, Siam Center, Siam Discovery, Siam Premium Outlets), combining SkyTone (connectivity for Chinese travelers), Quick App (install-free experiences), and Petal Ads to move tourists from awareness to on-premise engagement. Behind the scenes, Petal Ads sits atop Huawei’s growing ecosystem. Huawei cites reach in 170+ countries and “580M MAUs” at the APAC event, while the developer portal describes a 700M+ monthly user base and operation in 220+ markets — the variance reflects differing scopes and timeframes but underscores the scale available to SEA campaigns. Practically, this reach is delivered through all-scenario HarmonyOS touchpoints and on-device formats including “direct one-click installation,” precise audience segments and cost-efficiency levers exposed in the Petal Ads console.  The travel retail push is backed by mapping infrastructure. Days before the Bangkok showcase, Petal Maps signed an MoC with GrabMaps — Southeast Asia’s leading mapping platform to deepen data partnership and improve overseas travel experiences. For marketers, this tightens location accuracy and POI freshness across SEA, improving targeting, footfall measurement, and creative personalization tied to routes and venues popular with Chinese visitors.  Why this matters for growth teams: Petal Ads isn’t just another network it’s device-integrated marketing across Huawei phones and HarmonyOS screens that Chinese travelers actually use in-market. In SEA, that turns into concrete performance advantages: fewer hops (Quick App), cleaner identity graphs (on-device signals), and placements that show up when intent peaks (navigation, shopping, venue discovery). Huawei’s own materials emphasize scenario understanding and AI-assisted creative, while the console surfaces bidding options designed to balance scale and cost.  What to do in Q3–Q4 Build a China-to-SEA funnel. Pair Petal Ads audience buys with Chinese-language creatives and venue-linked offers for Thailand, Singapore, and Malaysia; use Quick App to remove install friction on first touch. Map campaign waypoints to malls, attractions, and airports where Chinese footfall is concentrated (Siam Piwat is the reference model).  Leverage on-device placements. Prioritize formats that exploit Huawei’s device context—one-click app actions and scenario-aware units — to cut drop-off between ad and action. Start broad audiences, then narrow using Petal Ads’ segment tools once you have early conversions.  Localize and measure. Localize copy for Thai/English/Chinese and align store hours, routes, and event timing using Petal/GrabMaps POIs. Use server-side postbacks (via your MMP) to capture deterministic events from Huawei inventory and build ROAS models that reflect in-market behavior, not just installs. Bottom line Huawei is clearly turning up Petal Ads in Southeast Asia — anchoring the push with ecosystem events in Bangkok, retail partnerships aimed at Chinese travelers, and mapping alliances that sharpen location signals. If SEA is in your 2H plan, wire Petal Ads now: test Quick App flows, align offers with traveler itineraries, and let on-device placements do the heavy lifting while CPMs are still rational. This is one of the few places where cross-border demand and device-level distribution meet in a single, measurable funnel.

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15.08.2025

Palm Store v9.3: What Transsion’s App store upgrade means for UA, Distribution, and Compliance

Transsion’s first-party marketplace Palm Store — preinstalled across TECNO, Infinix, and itel — has shipped the v9.3 line. For growth, product, and BD teams planning distribution in Africa, MENA, India, and SEA, this is the new baseline for on-device reach and privacy-safe installs. Here’s what changed and how to use it.  What Palm Store is — and why it matters Palm Store is the official Android app distribution platform inside Transsion’s ecosystem (TECNO/itel/Infinix). It’s designed for low-friction installs on budget-to-mid devices, with real-name developer verification, automated security checks, compatibility testing, and content-compliance monitoring built in. The storefront runs in nine languages and uses package compression to reduce data by 30%+, a practical edge in bandwidth-constrained markets.  What v9.3 delivers (the verifiable bits) Two public production builds confirm the rollout cadence and tech floor:— 9.3.1.203 (Android 6.0+, arm64-v8a/armeabi-v7a), posted June 30, 2025.— 9.3.3.201 (Android 6.0+, arm64-v8a/armeabi-v7a), posted July 17, 2025.  For regression planning, the last stable from the prior line was 9.2.7.202 (Dec 16, 2024), also on API 23+. Use that as your control if you need to diff functional or UI changes.  How to operationalize v9.3 (our playbook) 1) QA the matrix. Validate install/open flows on Android 6–14 across TECNO, Infinix, and itel. Prioritize update prompts and deep links; treat 9.3.3.201 as target and 9.2.7.202 as control.2) Lock compliance early. Ensure your publisher account passes real-name/qualification checks and that data-safety copy matches Palm Store’s security/compatibility expectations. This reduces listing churn and review delays.3) Localize like you mean it. Ship descriptions and screenshots in key Palm Store languages; compression is on your side, but relevance lifts conversion more than size.4) Plan growth around on-device realities. Because Palm Store is OS-adjacent and preloaded, it’s ideal for OEM bursts (new device activations) and steady always-on distribution where Play access is patchy or data is expensive. What this means for UA and partnerships Palm Store gives you deterministic, on-device distribution in markets where Transsion brands dominate share. Pairing that with your MMP and server-side postbacks yields clean early-cohort signals without depending on cross-app identifiers — useful as Privacy Sandbox continues to evolve. And because the store is part of Transsion’s mobile-internet stack, you’re investing in a channel with ongoing corporate support rather than a short-lived fork.  Bottom line Treat Palm Store v9.3 as your current production baseline. Build against Android 6.0+, pass developer verification, localize across the nine-language storefront, and run side-by-side QA versus 9.2.7.202 if you need evidence for internal sign-off. In exchange, you get preinstalled, privacy-aware reach on TECNO/Infinix/itel — exactly where the next wave of installs often starts.

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12.08.2025

On-Device vs. “Old School” UA in 2025: Where the Smart Money Flows

As a team that runs a mobile-traffic source with deep OEM integrations, we’ve audited what on-device ads actually deliver in 2025 versus mainstream social/search. The short version: first-screen inventory is rewriting acquisition math — if you activate it the right way. The economics: cheaper clears, earlier intent On-device auctions live where competition is thin and attention is high — during setup (OOBE), in system folders, and on the lock screen. That structural edge shows up in hard results: a REPLUG ride-hailing test cut CPI 32% vs. Google UAC and lifted installs +174% in Tier-2 EMEA; MobileAction pegs OEM buys 25 – 35% cheaper than Facebook across Tier-1; and typical social CPMs in 2025 still sit 2× higher than OEM. Lock-screen “Vertical Ads” (e.g., the AEGEAN launch with Dentsu in Greece) place your creative literally on the first screen a user sees — there’s no below-the-fold guesswork. The quality: native surfaces, stickier users When an ad appears inside trusted system surfaces, it behaves less like an interruption and more like guidance. In the same REPLUG data, Xiaomi GetApps traffic posted +26% D7 retention vs. Meta. Tenjin cites a Hong Kong publisher that gained +20% installs with strong global retention via GetApps distribution. Cheaper doesn’t mean low-intent; it often means earlier intent. Measurement & risk: privacy-proof signals with lower IVT Social and open exchanges are battling identity loss (ATT on iOS, Sandbox on Android) and persistent IVT. OEM supply is different: requests are server-to-server and device-verified, so fraud is near-zero relative to open web norms; GAID/OAID still enable deterministic attribution today while Sandbox testing ramps. Viewability? Lock-screen and OOBE units are 100% in-view by design. The catch: operations — not outcomes Trade-offs are real. OEM reach is predominantly Android; each vendor (Samsung, Xiaomi, OPPO, Huawei, etc.) runs its own console, placements and specs; creative toolkits skew toward clear value props over heavy interactivity. Meanwhile, mainstream channels still win on single-dashboard reach (iOS+Android), mature creative testing suites, and deep retargeting via first-party graphs. Our guidance for 2H-2025 Treat OEM as an incremental growth rail, not a replacement. Start with a high-volume vendor (e.g., Xiaomi) to validate unit economics, then expand. Over-bid for 48 hours to feed smart-bid (oCPC) with ≥30 daily conversions, then shift to post-install goals (D1 retention, registration, purchase) using post-link optimization. Use lock-screen or OOBE for launch bursts, and keep native/icon units always-on for steady scale. Run quarterly incrementality tests — deterministic IDs make true lift measurable even as Sandbox tightens. Conclusion Open, vendor-verified evidence is convergent: OEM advertising delivers lower CPIs, cleaner traffic, and stronger early retention than traditional UA — at the price of Android-first operations and a few extra playbooks to learn. Teams that blend OEM with social/search, wire measurement early, and design creatives for first-screen moments will lock in a durable cost-and-quality edge as privacy reshapes mobile growth. Everyone else will keep bidding higher, one tap later.

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08.08.2025

Mi Ads: Turning the First Screen into Scalable, Privacy-Ready UA

As the team behind a mobile-traffic source that connects programmatic buyers with on-device inventory, we’ve spent the last quarter re-benchmarking Mi Ads. The verdict: Xiaomi’s ad stack has the scale, surfaces and APIs to act as a primary Android growth channel in 2H-2025 — not a niche OEM detour. Here’s our operator’s view of what matters and how to activate it. If you’re chasing lower CPIs without sacrificing post-install quality, the shortest path is still the first screen. Mi Ads sits inside HyperOS and system apps, which means high intent impressions few networks can replicate. Scale & momentum Xiaomi reports 718.8M global MAU as of March 2025 (up +9.2% YoY) with Internet Services revenue at RMB 9.1B in Q1 2025 — explicitly driven by ads. That gives Mi Ads both audience certainty and budget-level executive focus.Crucially for international UA, Xiaomi’s own Mi Ads site states reach across 200+ countries/regions and 410M+ overseas active users, validating supply outside mainland China for global launches. Where the impressions live Mi Ads consolidates system surfaces like GetApps, Mi Video, Mi Browser, Mi Music and more, giving always-on reach beyond standard SDK supply. Lock-screen units (“Vertical Ads”) rolled out globally through 2024 and have already been used in the market — see the AEGEAN case that placed native creatives directly on Xiaomi lock screens. For new-device bursts, OOBE (out-of-box activation flow) puts app offers in front of users before the home screen.  Creative specs you can ship today Production is straightforward: large images 1200×628 or 600×314 (≤500KB), videos 0–30s (≤10MB), titles ≤30 chars, descriptions ≤80, CTAs ≤15. Splash and wallpaper sizes are documented as well. We’ve standardized our creative pipelines around these specs to accelerate testing across icon, native, interstitial, rewarded and splash.  Buying rails & optimization Two pieces make Mi Ads workable at scale: On the bidding side, Xiaomi’s Smart Bidding (oCPC) can optimize beyond install — Post-link Metric Optimization targets D1 retention, registration or purchase. We typically switch to oCPC once early conversions stabilize and feed those postbacks back to Mi Ads to shorten learning. Privacy, brand-safety & user control Because these surfaces are OS-native, governance matters. Xiaomi publishes advertising policies and a MIUI/HyperOS privacy white paper covering app-usage data and ads; users can restrict personalized ads/usage collection in settings, and Mi Ads honors those signals at request time. That gives buyers a clean path to scale within modern privacy expectations. How we activate Mi Ads for clients We start broad across system placements (icon/native/interstitial) to gather signals, then bias budget to lock-screen + OOBE for bursts and newsfeed/native for cost-efficient scale. We ingest Reporting API into our LTV pipeline, flip oCPC once D1/D2 events exceed thresholds, and run quarterly lift tests to separate Mi Ads contribution from other Android channels — an approach aligned with Xiaomi’s own core-agency playbooks. Bottom line With 700M-plus MAU, proven international reach, OS-level surfaces, and real APIs for measurement and control, Mi Ads has crossed from “interesting OEM” to a core performance rail. Teams that wire Reporting/Marketing APIs, lean into lock-screen & OOBE, and optimize to post-install value will bank a durable CPI and ROAS advantage before peak season hits. Everyone else will be bidding for the same audiences — one tap later.

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05.08.2025

Privacy-first UA in 2025: Turning apple ATT & Google Privacy Sandbox into a new growth engine

Four years after App Tracking Transparency (ATT) up-ended ad IDs on iOS and two years after Google unveiled the Privacy Sandbox for Android, data privacy has moved from “legal checkbox” to performance lever. Marketers who treat consent, clean rooms and modeled measurement as product features are already beating rivals still optimising for yesterday’s signals. Why this matters today These shifts force UA teams to rethink mobile marketing, SKAdNetwork 4, GAID deprecation, OEM advertising and first-party data — all at once. ATT after-shock: From panic to Playbook What Apple fixed with SKAdNetwork 4 2021 pain point 2025 upgrade UA impact Sparse post-install data Up to 3 postbacks across 35 days More retention & ROAS signals Lost campaign IDs 4-digit source identifiers A/B tests & geo splits return Slow optimisation loops Lock-conversion option Day-2 feedback → faster bid tuning Hands-on tips Android Privacy Sandbox: Checklist for OEM & In-App Traffic API What it replaces Growth upside Topics Cross-app interest lists Contextual look-alikes without IDs Protected Audience (PAAPI) GAID remarketing On-device auctions for OEM pre-loads Attribution Reporting GAID postbacks Event-level+aggregate ROAS, no ID exposure To-do before Android 15 GA Global Rulebook 2025: Beyond GDPR & CCPA Life after universal IDs: What still works Seven-Step Privacy Playbook for UA managers Conclusion Data privacy in mobile marketing is no longer a defensive chore — it’s the new CRO lever. Teams that embed consent management, SKAdNetwork 4 analytics, Android Privacy Sandbox APIs, clean-room attribution and OEM advertising strategy into their growth stack are already capturing the budget their competitors leave behind. Lock these habits in now — before ATT 5.0, Android 16 and the next wave of regulations move the goalposts again.

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01.08.2025

Setup screens to programmatic streams: Why OEM real-time bidding Is 2025’s fastest UA growth hack

1. The Programmatic Plumbing — OpenRTB 2.5 Everywhere Every on-device exchange that’s live today speaks OpenRTB 2.5. The 2024-2025 spec refresh added ID-Provenance flags (source.idp) plus experimental switches for Privacy Sandbox testing, so bidders can see where any identifier originated and whether it’s a Protected-Audience cohort. Pro tip for rookies: if your DSP already parses standard 2.5 JSON, you’re 90% integrated; most OEM quirks hide in ext objects that label placements like setup_wizard, push_alert, or lock_screen. 2. Who’s Really Ready for Real-Time? OEM RTB Status What You Need to Know Xiaomi – Mi Ads Full via Vungle Exchange (oRTB 2.5) Bids in USD, full schain, MRAID-3 & OMID listed in api array. OPPO – ColorOS Ads Direct Real-Time API (JSON clone of ORTB) Opened to third-party DSPs in Q1 2025, 2× request volume since launch; field names differ slightly (deviceId vs didsha1). Transsion – Eagllwin Private “oRTB-lite” Beta Testing rewarded & interstitial formats; public rollout promised for H2 2025. If your bidder already handles vanilla 2.5, Xiaomi is plug-and-play. OPPO may need a thin field-mapper; Transsion is still invite-only. 3. Creative Specs You’ll Meet on-Device Beginner takeaway: If your tag can already serve MRAID 3, VAST 4.2 or IAB Native, you’re compliant with all three OEMs out of the gate. 4. Viewability & Brand-Safe Verification The Open Measurement (OM) SDK 1.4 ships with Google Mobile Ads SDK 18.1+, which most system apps embed, so IAS, MOAT and DoubleVerify tags fire natively on Xiaomi and OPPO inventory.In 2024 the IAB Tech Lab extended OM support to Samsung TV and LG TV platforms — proof the spec is spreading across hardware families. Reality check: OM is fully certified for Xiaomi lock-screen and OPPO feed placements; Transsion’s beta feed has not yet completed certification. 5. Four-Step Starter Checklist Key Takeaways for 2025 UA Teams Master these basics now and you’ll turn OEM programmatic into your quickest, lowest-friction user-acquisition channel for the rest of 2025 — and beyond.

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28.07.2025

Why GAID & LAT are disappearing

Android 15 ships with the Privacy Sandbox on Android, a bundle of APIs that gradually sunsets the Google Advertising ID (GAID) and the “Limit Ad Tracking” switch. Instead, measurement moves to privacy-preserving, short-lived identifiers and on-device reporting.  New Terminology in Plain English Term What It Means & Why It Matters App Set ID A resettable identifier shared only across apps from the same Play-developer account — think “family-only” analytics. Attribution Reporting API Two privacy-proof report types (event-level & aggregatable) that replace GAID-based postbacks. Protected Audience API On-device auctions for remarketing and custom audiences — no cross-app IDs leave the phone.  Play Install Referrer API A simple intent that still returns campaign info once when the app is first opened. Firebase Analytics + BigQuery Google’s free event SDK plus raw-data export for advanced modelling — zero GAID required. Seven Beginner-Friendly Tracking Tactics Final Tips for a Smooth Transition Android 15 doesn’t end measurement — it just rewires it. Adopting the seven tactics above will keep your attribution stack resilient, compliant, and beginner-friendly long after GAID fades away.

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