• by Laurie Sullivan , January 15, 2025

AppsFlyer has found a retail media partner.

The mobile marketing measurement and analytics company on Wednesday will announce a strategic partnership with Wolt, which focuses on local commerce, merchants and delivery services.

Wolt Ads, Wolt’s retail media solution, will use AppsFlyer's Data Collaboration Platform (DCP) to securely share first-party data with advertisers and partners.

Tami Harrigan, vice president of business development at AppsFlyer, told MediaPost that just because companies "'slap a 'privacy' or 'clean room' label on an offering doesn’t make it so."

Collaboration is not new, but with emerging regulations guided by technology this year, 2025 will be different.

Questions related to conflict of interest, incentives, and motivation will become much louder this year, compared with 2024, and more companies will find a way to become interoperable with others.

2025 will become the year of real collaboration between companies to “unlock the ecosystems” and “break the walls of their own gardens,” Harrigan said. “Clouds will swallow egos to collaborate, and vendors will build on top of one another.”

AppFlyer’s advanced measurement tools connect sales directly to campaigns, providing granular insights into performance. The company will support all of Wolt's 27 markets, with campaigns estimated to be in the thousands.

The collaboration has delivered results for Wolt’s clients.

A global ice cream brand created a segment of seasonal shoppers who purchased frozen desserts during the summer. They used their first-party purchase data and integrated into AppsFlyer’s DCP to identify this audience and launch a loyalty campaign.

This allowed the ice cream brand to create its own view of the data, as well as perform calculations on the data columns to design and adapt the products.

Another example is from a retailer that identified high-value customers who regularly bought premium products. 

By combining CRM data and app engagement insights through the platform, the retailer could target this audience with tailored offers. 

The data for these segments came directly from a brand’s first-party sources, including CRM systems, transaction data, and app behavior analytics, all securely processed within AppsFlyer’s privacy-first architecture and clean room.

The companies shared some stats from early tests. Internal data shows campaigns running on DCP achieved 400% return on ad spend and 32% ROAS uplift compared with those without DCP.  In addition, there was a 148% uplift in category share, driven by precise targeting and strategic insights, and an 86% increase in click-through rates (CTRs).

The most significant result was the 159% uplift in cart penetration rate compared with campaigns without DCP.

Harrigan explained that the audience segments are built through an easy-to-use platform interface that doesn’t require technical expertise.

Brands can define criteria such as purchase history, user behavior, or demographic attributes to form the basis of their audience segments. 

The platform ingests, processes, and analyzes first-party data to build these segments, providing marketers with precise groups that align with their campaign goals. 

Catalina Salazar, global head of Wolt Ads, believes that the partnership drove audience creation for its brand partners, as well as measurement of the media plan end-to-end across our in-app and off-app touchpoints.

The audience segments are built on the least amount of data possible. It helps to promote privacy by reducing the exchange of unnecessary or sensitive information.