Independent Data Collaboration Platforms Are Gone — Except One

Why It Matters

When measurement and data custody are controlled by firms with advertising stakes, brands risk skewed ROAS calculations and unintended data use, undermining trust and optimal spend allocation. An independent platform restores impartial insights, protecting both performance accuracy and data sovereignty.

Key Takeaways

• Publicis acquired LiveRamp; WPP bought InfoSum; LiveRamp absorbed Habu
• Most data collaboration platforms now owned by advertising‑interested firms
• Ownership creates conflict of interest in measurement and data custody
• Independent measurement needs neutral attribution, auditable methodology, no data resale
• AppsFlyer is the only major independent data collaboration platform

Pulse Analysis

The rapid consolidation of data collaboration platforms has reshaped the measurement landscape for marketers. By the end of 2025, agency holding companies such as Publicis and WPP owned the majority of the tools that once offered neutral, third‑party verification of campaign performance. This shift means that the same organization that sells media can also dictate attribution models, potentially biasing ROAS calculations and influencing budget reallocation in favor of its own ad inventory. Brands that rely on these platforms now face a hidden conflict of interest that can erode trust and obscure true performance.

Beyond attribution, the ownership model raises serious data‑custody concerns. First‑party data uploaded to a platform owned by an advertising‑centric parent may be repurposed for secondary commercial uses, shared across the parent’s ecosystem, or leveraged to inform competitive bidding strategies. Marketers need clear governance guarantees that data will only be used for explicitly authorized purposes, with auditable controls that prevent unintended exploitation. The lack of such safeguards can expose brands to regulatory scrutiny and diminish the strategic value of their own consumer insights.

Amid this environment, AppsFlyer stands out as the sole major platform that remains independent of any media‑selling business. Its Data Collaboration Suite offers real‑time, SKU‑level measurement, cross‑channel deduplication, and a privacy‑first architecture that keeps first‑party data under the brand’s control. By providing a neutral attribution layer and prohibiting secondary data use, AppsFlyer enables marketers to make data‑driven decisions without the risk of conflicted incentives, preserving both measurement integrity and data sovereignty. This independence is increasingly critical as advertisers seek trustworthy partners for in‑flight optimization and long‑term growth.