Additional Data Providers Sign Up for AppsFlyer’s Signal Hub

You can never have enough data.

AppsFlyer said that data providers Facteus, Attain and Experian are making their consumer information available through AppsFlyer’s Signal Hub.

Signal Hub enables marketers to build audiences using real-world signals from consumers such as purchase behavior and activate campaigns across Meta, Google, TikTok and certain demand-side platforms.

"We built Signal Hub to go beyond addressing signal loss and give marketers the ability to create real custom audiences based on their unique business needs," said Edik Mitelman, General Manager, Data Collaboration Platform at AppsFlyer. "What sets Signal Hub apart is its dedicated to performance marketing. Adding Experian, Facteus and Attain brings a powerful combination of purchase intelligence and identity data into that workflow, helping teams reach high-value audiences and measure impact across mobile, web, open web and CTV — without ever leaving their existing system of record."

Facteus provides intelligence about transactions from 185 million U.S. credit and debit cards. It generates data on 4.8 billion transactions and $320 billion in spending each quarter and is updated daily.

"Transaction intelligence should be usable for performance without putting sensitive data at risk," said Lorn Davis, chief product officer at Facteus. "By making Facteus available through AppsFlyer, brands and agencies can apply purchase-based insights to targeting and optimization without receiving raw transactions or individual-level purchase records."

Experian has credit financial and demographic identity data that help build a fuller picture of the consumer. Marketers can combine Experian’s data with their first-party data to generate strong match rates for their cross-channel campaigns.

“In today’s fragmented ecosystem, collaboration and connectivity are essential,” said Colin Grieves, Managing Director of Marketing Services, Experian UK&I. “Advertisers need identity solutions that are flexible, interoperable and privacy-first by design. By integrating Experian’s resolution capabilities with AppsFlyer, we’re enabling UK advertisers to maximize the value of their first party data and improve performance — without compromising trust.”

Attain has permission-based purchase data gathered from credit and debit card transactions for use in mobile environments.

“Staying competitive today requires staying close to reality,” said Brian Mandelbaum, CEO of Attain. “Attain directly captures how people actually spend at a granular level, across all verticals and payment methods. We’re excited to be among the first partners in AppsFlyer’s Signal Hub, helping define a new, privacy-first approach to activating audiences from live purchase data across the ecosystem.”

Nexxen Gets In the Game With Unity

Nexxen said it made a deal that will enable advertisers to buy Unity’s in-app mobile game inventory through the Nexxen DSP, as well as some third-party DSPs.

The integration enables brands and agencies to extend their video footprint into high-attention mobile apps.

In-app mobile relies on deterministic signals, which means the supply is addressable, even as AI reshapes web browsing and traditional identifiers lose potency, the companies said.

“The traditional web is becoming less predictable, from signal loss to AI-driven behavior shifts,” said Chance Johnson, chief commercial officer at Nexxen. “By integrating Unity’s in-app inventory into Nexxen’s platform, we’re unlocking video reach through our DSP and others that’s not just resilient but designed to bring brands where attention is actually landing – ultimately future-proofing their strategies.”

New CTV Ad Formats Get Standardized Signals From IAB Tech Lab

The IAB Tech Lab said it has introduced standard signals that identify new connected TV ad formats such as Pause and Menu ads.

The standardized signals will make it easier for these ad formats to be bought and sold using programmatic technology. Buyers gain greater clarity into what they are purchasing, while sellers can more easily package and scale new inventory, the IAB Tech Lab says.

“Standard formats are only part of the equation. You need a clear way to signal what is actually being bought and sold,” said Anthony Katsur, CEO of the IAB Tech Lab. “This work helps the market move faster with more confidence, especially as new CTV formats gain traction. The CTV Ad Portfolio provides new real estate, which promises to help accelerate growth in the streaming ecosystem and provide high-profile consumer engagement opportunities for brands.”