“We're just seeing overall more spend going into all three itself. The reason why is because now they're a little bit more confident in terms of hey is this actually driving performance. When iOS 14 first came out spend was held back right because even though you put money in they don't know is it driving results itself.”

Improved Attribution Is Driving More Ad Spend Across All Major Networks in 2025

AppsFlyer data shows UA spend rising simultaneously on Meta, Google, and TikTok in 2024-2025. The catalyst is measurement confidence: as advanced SRNs and new attribution methods close the signal gaps left by ATT, advertisers are willing to commit bigger budgets again. No single network is 'winning' the spend shift — all three are growing together because subscription app operators now have better evidence their money is working.