Google's strong showing points to the increasing prominence of video-based apps, including the new Disney+ service, launched last quarter.
App Store sales jumped 16% between Christmas and New Year's Eve alone, raking in a record $1.42 billion, Apple reports.
The Chinese telecommunications giant is reeling from the U.S. government's decision to blacklist the company in May.
For parent company ByteDance, giving up some control is perhaps a way to alleviate security concerns among U.S. policymakers.
AppsFlyer found retargeting to be a particularly effective way for app makers to increase retention rates.
"The goal is for Twitter to ultimately be a client of this standard," CEO Jack Dorsey tweeted on Wednesday.
Fewer than 60% of consumers plan to buy a new smartphone in the next two years, according to report.
Among select advertisers, Facebook is also beginning to test publisher "white lists" for Audience Network and in-stream ads.
Potentially riling privacy advocates, Facebook does plan to track users' Pay activity as a means of targeting content and advertising across its platforms.
There's no evidence to suggest exposed data was exploited by developers, but that might not be enough to reassure concerned users and privacy advocates.