July 2025 delivered the busiest release cycle we’ve seen in measurement since SKAdNetwork debuted. AppsFlyer, Adjust, Kochava, Singular — and even Apple and Google themselves — shipped updates that change how installs, revenue and fraud are recorded. Because our own exchange optimises bids on those post-backs in real time, we dug through every changelog, SDK note and release blog to give you a single, operator-level summary.
If your attribution feeds are out of date, bid algorithms will misprice traffic, incrementality tests will break and fraud costs will spike just as Q4 budgets expand. The window to patch SDKs, flip new API switches and decommission legacy links is closing fast.
The story behind the version numbers
AppsFlyer turns X Ads into a first-class SRN
On 25 June AppsFlyer became the only MMP offering deterministic or PMOD attribution for the rebranded X Ads network, complete with ad-set and creative granularity. For advertisers locked out of iOS transparency since 2021, that single endpoint restores campaign-level optimization on a platform now topping two billion impressions a day.
Adjust brings Meta AMM back from the dead
Meta’s Advanced Mobile Measurement feed returned to Adjust dashboards on 18 June. Row-level click and view data flow again, enabling precise ROAS pivots just as Advantage+ budgets scale.
Kochava marries CTV and mobile
A Titan OS partnership means install and purchase events from millions of European smart-TVs can finally be reconciled with in-app data. Add the TikTok MMM badge earned the same quarter, and Kochava positioned itself as the first full cross-screen hub.
Google Integrated Conversion Measurement graduates
ICM moved from beta to standard for all App Attribution Partners, streaming de-identified event post-backs that respect Privacy Sandbox yet land in dashboards within minutes. Faster loops, fewer ID’s.
Apple lifts the curtain on AdAttributionKit
WWDC’25 confirmed overlapping re-engagement windows, coarse geo fields and configurable attribution logic coming in iOS 18.4. Every MMP now lists AAK readiness as a top-line bullet.
Branch courts the FDL exodus
With Firebase Dynamic Links shutting down on 25 August, Branch announced a $10 million migration fund and one-click tooling. Delay migration and your onboarding flows will break the same day CPMs spike.
Airbridge, AppMetrica and Tenjin tidy the plumbing
Airbridge’s Android SDK 4.7.0 adds tracking blocklists and full IAP capture. AppMetrica 7.10.0 kills outbound calls when data-sending is switched off, aligning with stricter RU privacy rules. Tenjin refreshed its Ad Monetisation Benchmark to recalibrate LTV models ahead of holiday volume.
What we changed inside our exchange
- Signal depth restored. We now ingest X Ads SRN, Meta AMM and Google ICM in real time, feeding higher-resolution performance data into bid scoring.
- CTV flagging added. Impressions flagged by Kochava’s Titan feed receive an incremental bid boost when they show CTV assist value.
- Fraud dashboards synced. Kochava’s Blocked Traffic Summary is piped into our partner-quality layer, so IVT sources auto-throttle before you notice the spike.
- Deep-link audit running. Any campaign still calling Firebase Dynamic Links after 15 August will trigger a warning in the UI.
What you should do before the quarter ends
- Update every SDK — AppsFlyer 6.15+, Adjust 6.16, Airbridge 4.7, AppMetrica 7.10. Older builds lose SRN, AMM or privacy compliance.
- Enable new feeds — flip Meta AMM, X Ads SRN and Google ICM toggles. They restore the granularity your bid algorithms lost in 2021–22.
- Plan CTV attribution tests — if 5% of spend already sits in Samsung or Roku, the Titan OS connector makes cross-screen lift measurable.
- Replace Firebase Dynamic Links — Branch or SmartLinks™ migrations take a sprint; August 25 is a hard cutoff.
- Re-run fraud benchmarks — Adjust AMM and Kochava dashboards surface partner-level IVT. Renegotiate or reallocate before holiday CPMs balloon.
The attribution layer is no longer a passive ledger; it is an active performance driver. July 2025’s MMP releases restore deep-signal clarity, connect CTV to mobile installs and raise the bar on fraud transparency just as Privacy Sandbox tightens ID access. Teams that patch quickly will buy traffic at the true marginal price of value; those who lag will pay extra to feed outdated models. Plug in the updates, retire the dead links and let our exchange do the heavy lifting.
