Branch positions as neutral measurement provider

Branch is selling trust as much as tooling. A buyer choosing a mobile measurement partner is handing over the system that decides which ads get credit for installs and revenue, so ownership matters. Because Adjust sits inside AppLovin, which also sells ad buying and monetization products, Branch can pitch itself as the cleaner referee for teams that do not want their measurement layer tied to a major ad network or media stack owner.

• This is not just brand positioning. AppLovin describes Adjust as part of its advertising solutions alongside AppDiscovery and MAX, which puts measurement inside the same corporate stack as media buying and monetization. That is convenient for customers who want one vendor, but it gives Branch a concrete independence argument in competitive deals.
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• The replacement cycle created by Firebase Dynamic Links made that sales angle more useful. Google said Firebase Dynamic Links shut down on August 25, 2025 and named both Adjust and Branch among migration options. Branch paired that market opening with a public migration guide and a $10M migration fund, so independence became one more reason to pick its full deep linking and attribution bundle during forced migrations.
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• The broader market already groups Branch with other independent MMPs such as AppsFlyer, Adjust, Kochava, and Singular. That means core attribution is increasingly comparable across vendors, so procurement concerns, ownership structure, and adjacent workflow tools like deep linking become more important in how deals are won.
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Going forward, this split should sharpen. Integrated stacks will keep winning buyers that want fewer vendors and tighter workflow links to ad spend, while Branch will keep leaning into neutral measurement plus deep linking as a safer control point. As attribution gets more commoditized, vendor independence becomes a more tangible part of product strategy, not just a messaging point.