TV Is Now a Measurable and Quantifiable Channel for Mobile App Marketers in AppsFlyer

If you run mobile app advertising campaigns, your measurement stack typically lives in AppsFlyer, a mobile measurement and attribution platform. It's where you make budget calls and justify media spend to leadership. It's the dashboard your entire team looks at when they want to understand what’s working.  

Almost every TV platform is integrated with AppsFlyer’s platform for attribution. They are connected as an Ad Network partner, and that single classification defines what AppsFlyer can and can't tell you about TV.

Limitations of the Ad Network Model

An Ad Network partner serves ads carrying an AppsFlyer tracking URL. Those impressions flow into AppsFlyer, and AppsFlyer independently attributes installs and in-app events back to the channel. Pay careful attention to that distinction. The TV platform isn't measuring TV. It's handing impressions to AppsFlyer and letting AppsFlyer's attribution do the work. In effect, many TV platforms are simply copying AppsFlyer's measurement and presenting it as their own.

The upside is real: everything sits in one place. TV shows up next to Meta, Google, and the rest of your digital media in the same dashboard you already use to make campaign decisions.

But the limitation is just as real. AppsFlyer's attribution was built for digital channels. So while it can measure programmatic streaming campaigns, linear TV and direct streaming buys never enter the picture (yet, that is typically the bulk of the media). Furthermore, digital measurement doesn't apply any of the measurement rigor TV specifically requires (and which Tatari applies). 

TV is a distinct channel with its own measurement nuances, and a standard one-way integration can only take you so far in understanding what your TV spend is actually doing. AppsFlyer understands this, and so do we.

Upside of the Signal Partner Model: Better Measurement, Outside Your Dashboard

Tatari took a different approach. Rather than handing impressions to AppsFlyer, Tatari also acts as a Signal Partner. This means we receive app data (e.g. installs and conversions) directly from AppsFlyer and run our own channel-specific measurement on top of it.

That distinction is what makes Tatari's measurement TV-grade. Tatari uses a proprietary device graph, applies communal IP filtering to remove noise, runs incrementality-based analysis built specifically for TV rather than retrofitted from digital attribution, and allows for cross publisher measurement (to name a few important features). The result is a genuinely accurate measurement across all of your TV - not just programmatic streaming - to give advertisers the full picture of what their TV spend is doing. It just doesn't sit inside the same dashboard where you see other media. 

So we closed the gap and now offer both approaches.

The Best of Both Models

Tatari is now live in AppsFlyer as both an Ad Network partner and a Signal Partner, a dual role that no other CTV platform currently holds. The distinction matters because it gives you a choice in how the measurement actually works, rather than locking you into a single attribution model, as well as the ability to measure TV media not covered by AppsFlyer today.

How Tatari Compares to CTV Platforms in AppsFlyer

Here's what that looks like in practice and how you can use it based on your preferences.

1. Use AppsFlyer as your primary measurement source for TV

If you prefer to keep everything in one place — and for many teams, that's the right call — Tatari's TV impression data now flows directly into your AppsFlyer dashboard. CTV becomes a visible channel in your attribution reporting, broken out in its own view while also rolling into your overall cross-channel numbers. You run TV through Tatari; AppsFlyer measures it the same way it measures everything else. However, realize that there will be no measurement or attribution for your linear or direct streaming TV campaigns.

2. Use Tatari's measurement, supplemented by AppsFlyer data

If you've relied on Tatari's incrementality-based measurement and want to keep it as your source of truth for TV, you can. In this setup, Tatari pulls data from AppsFlyer to run its analysis, giving you a more complete signal across the install journey. Both datasets inform the picture; Tatari does the attribution. No other TV platform offers this today. Definitely use Tatari's measurement for streaming direct or linear TV campaigns, since AppsFlyer doesn't measure them.

3. Run both and compare

For teams that want maximum transparency or that need to align internally across people who are accustomed to different measurement sources, you can pull numbers from both platforms and compare them side by side. Different methodologies will produce different numbers, and that's expected. Having both in front of you lets you understand the range, not just a single output.

The choice is yours. We built this to remove a constraint, not to tell you how to measure.

If you're evaluating TV with a mobile app focus, this integration is available now. Want to learn more?  Let’s talk!