Unity Vector AI platform launches with 15-20% lift in iOS app installs and IAP value

Unity has fully migrated its ads network to the new AI ad platform Unity Vector, with all iOS and Android traffic now running on the platform.

The move was completed ahead of schedule, after Unity announced intentions last quarter to complete the transition from Unity Ad Network to Unity Vector by the end of Q2.

Company president and CEO Matt Bromberg stated expectations that through Vector, data will be leveraged from across the Unity ecosystem to offer deeper insights and optimise performance for mobile developers, with self-learning models adapting in real time.

This should thereby increase users’ return on investment.

Improvements on iOS

Bromberg shared via Unity’s latest earnings call that Vector has already provided a lift on iOS in the range of 15% to 20% compared to the old model, specifically looking at install figures and the value of in-app purchases.

"That means more players, and more players who spend more, providing our advertisers with a higher return on their investment with us," he explained.

Android’s Vector migration has been more recent, but early signs point towards a "similar trajectory" as seen on iOS.

"Our journey to compete in a fundamentally new way has now officially started, as our self-learning models adapt in real time, helping customers navigate an increasingly competitive mobile marketplace," said Bromberg.

"These strong early results not only provide confidence that we’re on the right track with Vector - they also enable us to continue to take an aggressive approach with respect to the modernisation of our ad business overall."

Unity’s research and development costs were up $10 million over recent quarters, attributed to "heavy" investment in Vector.

Now that the AI platform has been deployed, CFO Jarred Yahes shared that he expects this to help Unity’s ‘Grow’ business to return to revenue growth, "with performance improvements from Vector outpacing any other headwinds".