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.