ChatGPT answers, unedited

If your goal is retargeting existing mobile-app users across both the open web and social platforms, I’d think about the stack in two layers: measurement/audience orchestration and media buying.

The main options

*Remerge explicitly says it does not run retargeting on desktop/mobile websites; its core offering is mobile app environments. Remerge Support Remerge Support

What I'd build

For a serious app-growth setup, I'd use AppsFlyer + Criteo + the social platforms directly.

1. AppsFlyer as the measurement layer.
It can distinguish re-engagement from re-attribution and now supports cross-platform re-engagement measurement across mobile and web. AppsFlyer Support AppsFlyer Support

2. Criteo for open-web/mobile-web + in-app retargeting.
Criteo's app-retargeting product reaches existing app users across mobile web and in-app environments and deep-links them back into the app. Criteo Help Center Criteo Help Center

3. Meta, TikTok and Google for their respective ecosystems.
Don't expect a single DSP to magically give you equivalent access to every social platform. For social inventory, buying directly through the platforms is generally the practical architecture.

4. Remerge if mobile-app re-engagement is particularly important.
It's purpose-built around app retargeting, real-time behavioral segmentation and personalized re-engagement. Remerge

One important distinction

If by "across the open web and social platforms" you mean:

"Give me one platform where I upload my app-user audience once and it follows those users everywhere—websites, Facebook, Instagram, TikTok, etc."

I'd not choose a single DSP on that premise. The inventory/data-access boundaries between open-web exchanges and walled gardens make a multi-channel setup more realistic.

If you tell me your app category (e-commerce, fintech, gaming, subscription, etc.), monthly retargeting budget, iOS/Android mix, and whether the objective is purchases vs. subscriptions vs. reactivation, I can narrow this down to a concrete stack and explain which platform I'd put, say, a $100k/month budget into.

If your goal is retargeting existing mobile-app users across both the open web and social platforms, I’d structure the stack around an MMP/audience layer + media-buying platforms, rather than looking for one tool that does everything.

The main options

Google explicitly supports App campaigns for engagement, which can re-engage existing app users across Search, YouTube, Google Play, Display and other inventory. Google Help Google

For social, Meta supports Custom Audiences built from mobile-app activity, while an MMP such as Singular can distribute app-user segments to Facebook, Google Ads, TikTok, Snapchat, AppLovin, Liftoff, Remerge, Moloco and others. Postman Singular Help Center

What I'd use

For most app businesses:

AppsFlyer or Singular → Google Ads + Meta + one programmatic retargeting DSP

For example:

• Measurement/audiences: AppsFlyer or Singular
• Social: Meta Ads
• Google inventory: Google Ads
• Open-web/programmatic: Liftoff, Moloco, or Remerge

AppsFlyer, for example, supports retargeting attribution and distinguishes re-engagement from re-attribution after an uninstall/reinstall. AppsFlyer Support Liftoff and Moloco both have current AppsFlyer integrations for this use case. AppsFlyer Support AppsFlyer Support

One important distinction: if by "open web" you mean desktop/mobile websites beyond Google's inventory, Google alone isn't the equivalent of a full programmatic retargeting DSP. I'd add a dedicated programmatic partner for that.

If you tell me your monthly retargeting budget, app category, iOS vs. Android mix, and whether you already use AppsFlyer/Adjust/Singular, I can narrow this to a concrete 2–3 platform stack and explain the tradeoffs.

For most app businesses:

AppsFlyer or Singular → Google Ads + Meta + one programmatic retargeting DSP

For example:

The best software depends on your app category, scale, and whether you want self-serve control or a managed retargeting partner. For most mobile apps, a strong stack combines a mobile measurement/audience platform with ad networks that can reach users across the open web and social platforms.

Top options for mobile app retargeting

My typical recommendations by app type

Consumer app (shopping, subscription, marketplace)

Use:

1. AppsFlyer (audience segmentation + measurement)
2. Meta Ads + Google Ads (social and intent channels)
3. Remerge or Liftoff (open-web/programmatic reactivation)

This gives you:

• dormant user win-back
• cart/browse abandonment campaigns
• high-value customer targeting
• suppression of existing converters

Mobile game

Use:

1. AppsFlyer
2. Liftoff
3. Remerge
4. Meta/TikTok for creative-heavy campaigns

Gaming retargeting usually benefits from event-based audiences:

• reached level 10
• stopped playing for 7 days
• purchased before
• high predicted LTV users

Early-stage app (<100k users)

Avoid overbuilding. Start with:

• AppsFlyer (or another MMP)
• Meta retargeting
• Google App campaigns
• basic push/email + deep links

Move into DSPs once you have enough users and conversion volume.

Features I would prioritize

Look for:

• event-based audiences (not just install audiences)
• deep linking back into specific app screens
• incrementality testing (to prove ads are causing reactivation)
• privacy-safe measurement for iOS users
• dynamic creative optimization
• integrations with your CRM/CDP

For example, AppsFlyer’s audience tools are designed to build segments from installs, in-app events, LTV, and churn signals, then sync them to ad partners. AppsFlyer AppsFlyer Support Its deep-linking tools can route users from ads or social back into specific in-app experiences. AppsFlyer

A practical stack I’d choose today

Most apps:

• Attribution + audiences: AppsFlyer
• Social: Meta + TikTok
• Search/display: Google Ads
• Open web/programmatic: Remerge or Liftoff
• CRM reactivation: Braze / Iterable / Customer.io (depending on lifecycle needs)

If you tell me your app category (gaming, ecommerce, fintech, SaaS, etc.), monthly active users, and budget, I can narrow this to a recommended stack and expected costs.

If your goal is retargeting people who already use your mobile app across both the open web and social platforms, I’d shortlist these:

My first choice: Criteo

Criteo is probably the closest match to exactly what you described. Its app-retargeting product can reach existing app users across mobile websites and other apps, while its broader platform supports open-web, social, video and in-app inventory. Criteo Criteo

It can also use your MMP data to identify app users and deep-link the ad directly back into the relevant part of your app. Criteo Help Center

One caveat: Criteo's current app-retargeting functionality is still described as beta / limited availability, so I'd confirm eligibility with their sales team before designing your stack around it. Criteo Help Center

If you already use AppsFlyer

I'd strongly consider AppsFlyer + multiple media partners rather than asking AppsFlyer itself to be your DSP.

AppsFlyer Audiences lets you create segments such as:

• users who installed but never purchased
• high-LTV customers
• dormant users
• cart abandoners
• users approaching churn

…and sync those audiences to Meta, Google, TikTok and 140+ partners. AppsFlyer Support AppsFlyer

Then use AppsFlyer's attribution/deep-linking infrastructure to measure the retargeting and send users back into the right in-app experience. AppsFlyer Support AppsFlyer Support

Where Moloco/Liftoff fit

If the majority of your spend is mobile-app inventory rather than traditional web, I'd test Moloco. Its platform is explicitly built around acquiring and re-engaging high-value app users, with AI optimization toward ROAS/CPA. Moloco Moloco

Liftoff is another strong mobile-performance option and supports click- and view-through retargeting attribution through AppsFlyer. AppsFlyer Support

What I'd actually build

For a serious app-retargeting program, I'd use:

AppsFlyer → audience segmentation + attribution/deep linking
Criteo → open-web + cross-channel retargeting
Meta / TikTok → social retargeting
Moloco or Liftoff → incremental mobile inventory

That gives you separation between the measurement/audience layer and the media-buying layer, rather than trying to make one platform do everything.

If you tell me your app category, monthly retargeting budget, iOS/Android split, and whether you already use AppsFlyer/Adjust, I can narrow this down to the 2–3 platforms I'd actually test and how I'd allocate the budget.

If your goal is retargeting existing mobile-app users across both the open web and social, I’d shortlist these:

My recommendation: Criteo + Meta

Criteo is probably the closest match to exactly what you're describing. Its app-retargeting product can reach existing app users across mobile web and in-app environments, with deep links back into the app. Criteo Help Center Criteo Help Center

More importantly, Criteo has demonstrated campaigns combining open-web inventory and Meta in the same app-retargeting strategy. In one recent case study, combining the two produced better efficiency than open web alone. Criteo

criteo.com

I'd use:

• Criteo → mobile web + in-app/open-web programmatic reach
• Meta Ads → Facebook + Instagram
• TikTok Ads → TikTok, if your audience is strong there
• Your MMP (AppsFlyer, Adjust, Branch, Singular, etc.) → audience/event signals and attribution

When I'd choose Moloco instead

If you're primarily trying to reactivate users and optimize toward purchases/ROAS, Moloco is very strong. Its re-engagement campaigns can optimize toward app opens, specific in-app events, or ROAS, provided your MMP sends the necessary postbacks. Moloco Ads Help Center Moloco

moloco.com

The catch is that Moloco is much more app-inventory-centric; I wouldn't pick it as the primary solution if "open web + social" is a hard requirement.

Don't overlook the social platforms themselves

For Meta, I'd generally run app retargeting directly through Meta rather than trying to force all social inventory through a DSP.

TikTok likewise has a dedicated app-retargeting campaign type for people who have already installed your app, with support for major MMPs including AppsFlyer, Adjust, Branch, Singular, and Kochava. TikTok Ads TikTok For Business

The stack I'd build

MMP/CDP → audience segments → Criteo + Meta + TikTok → deep link → app → MMP attribution

For example:

• 0–7 days since install: onboarding/activation
• 7–30 days inactive: bring-back campaign
• Cart/product viewed but no purchase: dynamic product/message retargeting
• 30–90 days inactive: win-back
• Recent purchasers: suppress or cross-sell
• High-LTV users: separate bidding/creative strategy

One important point: don't judge these channels on platform-reported ROAS alone. For app retargeting, I'd run incrementality/holdout tests wherever possible, because you're targeting people who were already likely to return.

If you tell me your app category (e-commerce, fintech, gaming, travel, subscription, etc.), monthly ad spend, and whether you're on AppsFlyer/Adjust/Branch, I can give you a much more specific recommendation—including which platform I'd put 70/20/10% of the budget into.

TikTok likewise has a dedicated app-retargeting campaign type for people who have already installed your app, with support for major MMPs including AppsFlyer, Adjust, Branch, Singular, and Kochava.

The stack I'd build

If your goal is “take users who already have my mobile app and retarget them across both the open web and social platforms”, I’d shortlist these:

What I'd choose

For most serious app marketers, I would not look for one platform to do everything. I'd build:

AppsFlyer → audience segmentation → DSP/open-web partners + Meta + Google + TikTok

AppsFlyer can create audiences based on installs, in-app events, LTV and churn risk, then synchronize those audiences to Meta, Google, TikTok and 140+ partners. AppsFlyer

That gives you something like:

• High-value purchasers → cross-sell/upsell
• Installed but never purchased → conversion campaign
• Lapsed users → win-back
• Recently active users → suppress from acquisition/retargeting
• Uninstalled users → re-acquisition
• High-LTV users → aggressive retention

AppsFlyer explicitly supports retargeting as both re-engagement (app still installed) and re-attribution (user uninstalled and subsequently reinstalls). Appsflyer Support

If you specifically want an independent DSP

I'd look hardest at Remerge. The reason is that you're describing classic app retargeting rather than generic display advertising: identifying existing app users, serving them ads across the open web/app ecosystem, and measuring whether they come back and generate revenue.

For an e-commerce app, Criteo is particularly worth evaluating because product/catalog-based dynamic retargeting can be very powerful.

One important caveat

Don't judge these platforms purely on reported ROAS. Retargeting has a serious incrementality problem: some users would have returned to your app anyway. Your setup should include holdout/control groups and optimize toward incremental revenue, not simply attributed revenue.

This is especially important on iOS. Modern app retargeting increasingly relies on privacy-preserving measurement rather than unrestricted device-ID matching; AppsFlyer documents methods including SKAN, probabilistic modeling, deep linking and platform-specific measurement. Appsflyer Support Appsflyer Support

My default recommendation:
AppsFlyer for audience + attribution → Remerge (or another specialist DSP) for open-web retargeting → Meta + Google + TikTok for social/owned-platform inventory.

If you tell me your app category, monthly retargeting budget, iOS/Android mix, and whether the goal is purchases, subscriptions, or re-engagement, I can narrow this to the 2–3 platforms I'd actually buy from and explain why.

If your goal is specifically retargeting existing mobile-app users across both the open web and social, I’d shortlist these:

My recommendation

If you're looking for a single vendor to actually execute the retargeting, start with Criteo.

Criteo's app-retargeting product is specifically designed to reach existing app users with personalized display/video ads across mobile web and in-app environments, with deep links back into the app. It also has a social extension for Meta, so you can combine open-web and social inventory. Criteo Help Center Criteo Criteo

If you already use an MMP, I'd pair Criteo with AppsFlyer. AppsFlyer can build behavioral audiences—e.g. "opened app but didn't purchase," "high-value users," "lapsed 30 days," "cart abandoners"—and continuously sync those audiences to Meta, Google, TikTok, Criteo and other partners. AppsFlyer AppsFlyer Support

A typical stack would therefore be:

App → AppsFlyer → audience segmentation → Criteo for open web + Meta/TikTok/Google for social → deep link back into app → AppsFlyer attribution

That's preferable to trying to make one ad platform do everything, particularly if you're serious about incrementality, frequency control, LTV-based segmentation, and deduplicated attribution.

One important distinction: if by "social platforms" you mean Meta + TikTok + Snapchat + Pinterest + X, rather than just Meta, I'd lean even more strongly toward AppsFlyer as the audience/measurement layer, with multiple activation partners. AppsFlyer currently lists integrations with Meta, Google, DV360, Snapchat, TikTok, X and others. AppsFlyer Support

If you tell me your app category, monthly retargeting budget, iOS/Android mix, and whether you already use AppsFlyer/Adjust/Branch, I can give you a much more specific Criteo vs. DV360 vs. Liftoff vs. Moloco vs. AppsFlyer recommendation.

If your goal is retargeting existing mobile-app users across both the open web and social, I’d look at a mobile measurement/audience layer + media-buying platforms, rather than relying on one generic retargeting tool.

My shortlist

What I'd choose

For most app businesses: AppsFlyer + Meta + Google/DV360 + either Moloco or Liftoff.

AppsFlyer is particularly attractive as the audience/measurement layer. It can build audiences from app behavior—installs, in-app events, revenue, LTV, churn risk, etc.—and sync them to Meta, Google, TikTok and 140+ partners. AppsFlyer AppsFlyer Support

Then:

• Meta → Facebook + Instagram retargeting.
• TikTok → TikTok retargeting.
• DV360 → broad programmatic/open-web reach.
• Moloco → particularly interesting if you want an app-specific ML bidder focused on re-engagement and ROAS. Moloco currently supports explicit re-engagement campaigns optimized toward clicks, opens, in-app events or ROAS. Moloco Ads Help Center Moloco Ads Help Center
• Liftoff → another strong app-retargeting specialist, particularly for bringing dormant/churned users back. Liftoff

One important distinction

If by "retarget mobile app users" you mean something like:

"User bought something 30 days ago → show them ads on Instagram, TikTok, news websites, gaming sites, etc., until they purchase again."

I'd not make DV360 or Meta your central system. I'd make AppsFlyer (or another MMP/CDP) the audience and measurement layer, then activate those audiences through multiple buying platforms.

AppsFlyer also now supports cross-platform re-engagement measurement, allowing it to connect activity across mobile and web and determine which media sources actually brought users back. AppsFlyer Support

If you're primarily trying to maximize incremental revenue from an existing app user base, my ranking would be:

1. AppsFlyer + Moloco — strongest starting point for sophisticated app retargeting.
2. AppsFlyer + Meta + Google/DV360 — best broad-channel setup.
3. AppsFlyer + Liftoff — strong app-focused alternative.
4. Meta + TikTok alone — simplest, but you sacrifice a lot of open-web reach.

If you tell me what kind of app you have, monthly active users, geography, and approximate monthly retargeting budget, I can narrow this down to the 2–3 platforms I'd actually buy with, including estimated costs and the recommended campaign architecture.

AppsFlyer also now supports cross-platform re-engagement measurement, allowing it to connect activity across mobile and web and determine which media sources actually brought users back.

If your goal is retargeting existing mobile-app users across both the open web/programmatic inventory and paid social, I’d shortlist these:

My recommendation

I'd use AppsFlyer as the audience/measurement layer, then activate those audiences into multiple buying platforms rather than trying to find one DSP that does everything.

AppsFlyer currently lets you build audiences from installs, in-app events, revenue/LTV, churn risk, device attributes, attribution source, etc., and sync them to Meta, Google, TikTok and 140+ media partners. AppsFlyer AppsFlyer Support

That gives you a setup like:

App events → AppsFlyer audience →

• Meta → Facebook/Instagram
• Google → Display/YouTube
• TikTok → TikTok
• DSP/programmatic partners → open web, CTV, etc.

AppsFlyer also supports actual re-engagement/re-attribution measurement, rather than merely counting ad clicks. AppsFlyer Support

If you want one primary buying platform

I'd look hardest at Moloco or Liftoff if your business is heavily app-centric and you want the platform itself to optimize toward purchases, subscriptions, or other in-app events.

If you have a sophisticated growth team, though, AppsFlyer + separate media buying platforms is more flexible because you can control the audience logic centrally and compare incremental performance across channels.

One particularly useful capability now is cross-platform re-engagement attribution: AppsFlyer can distinguish acquisition from subsequent re-engagement and connect activity across mobile and web. AppsFlyer Support

If you tell me your app category (e-commerce, gaming, fintech, subscription, etc.), monthly retargeting budget, and whether you need iOS, Android, or both, I can narrow this down to the 2–3 platforms I'd actually buy.

If your goal is retargeting people who already use your mobile app across both the open web and social platforms, I’d shortlist these:

What I'd actually use

For most app businesses, I wouldn't look for one platform to do everything. I'd build a stack like:

AppsFlyer (measurement/audience orchestration) → Moloco or Liftoff (programmatic retargeting) + Meta + Google/TikTok (social).

AppsFlyer is particularly useful as the measurement layer. Its current tooling supports retargeting attribution, deep linking, and cross-platform measurement, including mobile, web, PC, console and CTV. AppsFlyer Support AppsFlyer

For the programmatic/open-web side, I'd start with Moloco. Its current Re-engagement product is specifically designed to bring existing/lapsed app users back, with optimization toward in-app events and ROAS, and it says its network reaches billions of daily active users across millions of apps. Moloco Moloco Ads Help Center

Liftoff Accelerate is probably my #2 choice. It explicitly supports mobile re-engagement and programmatic inventory across major ad exchanges, with ML optimization for re-engagement and ROAS. Liftoff Liftoff

RTB House is worth considering if you're an ecommerce/marketplace app and want sophisticated personalized retargeting across web and app environments. RTB House

The important distinction

If by "across the open web and social" you mean:

"I have a list of existing app users, and I want to reach those exact users on websites, apps, Facebook/Instagram, TikTok, YouTube, etc."

then no single DSP will give you equivalent deterministic reach everywhere. The social platforms are largely walled gardens. You'll generally want:

• Programmatic DSP: Moloco / Liftoff / RTB House / Remerge
• Meta: Facebook + Instagram
• Google: YouTube + Google inventory
• TikTok: TikTok
• MMP: AppsFlyer (or Adjust) to measure re-engagement and avoid paying for users who would have returned organically

Privacy changes make this particularly important: deterministic device-ID retargeting isn't universally available anymore, so the platforms increasingly rely on their own first-party signals and privacy-preserving attribution methods. AppsFlyer Support

If you tell me your app category (e.g. ecommerce, gaming, fintech, subscription, travel), monthly ad spend, and whether you're on iOS, Android, or both, I can narrow this to the 2–3 platforms I'd actually test and explain how I'd structure the retargeting campaigns.

AppsFlyer is particularly useful as the measurement layer. Its current tooling supports retargeting attribution, deep linking, and cross-platform measurement, including mobile, web, PC, console and CTV. AppsFlyer Support AppsFlyer

For the programmatic/open-web side, I'd start with Moloco. Its current Re-engagement product is specifically designed to bring existing/lapsed app users back, with optimization toward in-app events and ROAS, and it says its network reaches billions of daily active users across millions of apps. moloco.com help.moloco.com

Liftoff Accelerate is probably my #2 choice. It explicitly supports mobile re-engagement and programmatic inventory across major ad exchanges, with ML optimization for re-engagement and ROAS. liftoff.ai liftoff.ai

RTB House is worth considering if you're an ecommerce/marketplace app and want sophisticated personalized retargeting across web and app environments.

The important distinction

If by "across the open web and social" you mean:

"I have a list of existing app users, and I want to reach those exact users on websites, apps, Facebook/Instagram, TikTok, YouTube, etc."

If your goal is retargeting existing mobile-app users across both the open web/programmatic inventory and social platforms, I’d shortlist these:

What I'd use

For most app businesses, I'd build the stack around AppsFlyer + one or more media buyers.

AppsFlyer can build audiences based on things like installs, in-app events, LTV and churn risk, then synchronize those audiences to Meta, Google, TikTok and 140+ partners. AppsFlyer AppsFlyer

Then:

• Open web / programmatic: use Moloco, RTB House, or Liftoff.
• Facebook/Instagram: use Meta Ads directly, with audiences supplied/managed through your measurement/audience stack.
• TikTok: use TikTok Ads.
• Google/YouTube/display: use Google Ads/DV360.
• Measurement: AppsFlyer to determine whether the retargeting actually generated incremental re-engagement rather than merely taking credit for users who would've returned anyway.

My first choice: Moloco

If you're primarily trying to bring lapsed app users back and optimize toward purchases/subscriptions/revenue, I'd test Moloco first. Its current re-engagement product is specifically designed around app users, and it says it can reach users across 2.8M+ independent apps with a 300-day audience lookback. Moloco

Liftoff is another strong option, particularly if you want an app-focused retargeting/UA partner. Its re-engagement product uses ML to target inactive users and optimize toward post-install outcomes. Liftoff

One important distinction

If by "across the open web and social platforms" you mean one vendor that buys inventory everywhere, there isn't really a single platform I'd choose as the universal answer. Social platforms are increasingly closed ecosystems, while open-web inventory is accessed through DSPs/exchanges.

So I'd separate:

Audience/measurement → AppsFlyer
Open-web programmatic → Moloco / RTB House / Liftoff
Social → Meta + TikTok + Google

AppsFlyer's current cross-platform measurement also supports re-engagement journeys spanning mobile and web, which makes this architecture particularly useful if users can interact with your brand outside the app. support.appsflyer.com AppsFlyer

If you tell me your app category (e.g. gaming, ecommerce, fintech, subscription), monthly retargeting budget, and whether you're targeting iOS, Android, or both, I can narrow this down to the 2–3 platforms I'd actually buy from and explain the expected tradeoffs.

For retargeting mobile app users across the open web + social platforms, the best software depends on your scale, app category, and whether you need performance marketing, CRM activation, or enterprise media buying. A typical strong stack combines mobile measurement + audience infrastructure + channel platforms rather than relying on one tool. RocketShip HQ

Best options by use case

Guideflow Criteo Help Center## My recommended stack by company stage

1. Early-stage app (<100k users)

Use:

• meta.com for Facebook/Instagram retargeting
• ads.google.com for YouTube, Search, and Display
• A mobile attribution platform such as AppsFlyer or Adjust

Focus audiences:

• Installed but never onboarded
• Trial started but not converted
• Cart abandoned
• Dormant users (7/14/30+ days)

2. Growth-stage app (100k–10M users)

Add:

• Remerge for specialized app retargeting
• Server-side event pipelines (sending purchase, subscription, level completion, etc.)
• CRM audience syncing

This is where dedicated mobile retargeting DSPs can outperform generic platforms because they optimize around app events rather than only clicks. Remerge

3. Large app / global advertiser

Consider:

• The Trade Desk
• Criteo (especially ecommerce)
• Moloco
• Enterprise CDP tools for audience orchestration

What I would not do

Avoid buying a generic “retargeting platform” before you have:

• Clean in-app events
• A mobile measurement partner (MMP)
• Cohort definitions
• Incrementality testing

A lot of retargeting ROAS looks good because it captures users who were already likely to return. Holdout tests are important. RocketShip HQ

A practical default recommendation

For most consumer apps:

1. AppsFlyer/Adjust → measurement
2. Meta Ads → social retargeting
3. Google Ads → YouTube + Display retargeting
4. Remerge → open-web/in-app mobile retargeting
5. Add Criteo/Jampp/The Trade Desk only when scale justifies it

If you tell me your app category (gaming, ecommerce, subscription, fintech, etc.), monthly active users, and monthly ad spend, I can narrow this to a specific stack.

If your goal is retargeting existing mobile-app users across both the open web and social platforms, I’d shortlist these:

What I'd actually use

For most app businesses, I wouldn't look for one platform to do everything. I'd build the stack like this:

1. AppsFlyer as the audience/measurement layer.
AppsFlyer can create behavioral audiences from installs, in-app events, LTV, churn risk, etc., and sync them to Meta, Google, TikTok and 140+ partners. AppsFlyer AppsFlyer Support

appsflyer.com

2. Meta + Google/TikTok for social.
Use native platform audiences for users who have, for example, purchased, abandoned a cart, or haven't opened the app for 14 days.

3. RTB House or Liftoff/Moloco for programmatic retargeting.
RTB House is particularly compelling if your priority is retargeting across the open internet; AppsFlyer explicitly supports its retargeting integration and re-engagement postbacks. AppsFlyer Support Liftoff also has a dedicated app re-engagement product designed to bring inactive/deleted-app users back. Liftoff

rtbhouse.com
liftoff.ai
moloco.com

One important distinction

If by "across the open web and social" you mean "identify the same person who used my app, then show them ads wherever they browse—including websites, Instagram, Facebook, TikTok, etc.", that's harder than conventional retargeting because of Apple's/Google's privacy restrictions and the different identity systems each platform uses.

I'd therefore prioritize first-party audience data + consented identifiers + an MMP such as AppsFlyer, rather than buying a generic retargeting platform and expecting deterministic cross-platform identity. AppsFlyer now also documents cross-platform re-engagement attribution using a persistent customer user ID (CUID), which can help measure re-engagement across web and app. AppsFlyer Support

My default recommendation:
AppsFlyer + Meta + Google + TikTok + RTB House. Add Liftoff or Moloco if app re-engagement is a major growth channel.

If you tell me your app category, monthly retargeting budget, iOS/Android split, and whether you want to retarget users who still have the app vs. users who uninstalled, I can narrow this to the 2–3 platforms I'd choose and explain the expected tradeoffs/cost structure.

If your goal is retargeting existing mobile-app users across both the open web and social, I’d shortlist these:

What I'd choose

For a serious app-growth program, I'd use AppsFlyer as the audience/measurement layer, then activate those audiences through Meta + Google + one specialist DSP such as Moloco or Liftoff.

AppsFlyer can build behavioral audiences from installs, in-app events, revenue/LTV, churn risk, etc., and sync them to Meta, Google, TikTok and 140+ partners. AppsFlyer AppsFlyer Support

For the open web/programmatic side, I'd lean Moloco. Its re-engagement product is specifically designed to reactivate lapsed app users, with reach across millions of apps and optimization toward downstream outcomes rather than simply clicks. Moloco Moloco

Liftoff is another particularly relevant option if you want a mobile-focused retargeting partner; its Re-Engagement product explicitly targets inactive users, while its App-to-Web product can target app users for mobile-web conversion campaigns. Liftoff Liftoff

And RTB House is worth considering for highly personalized programmatic retargeting; it integrates with AppsFlyer specifically for retargeting campaigns and re-engagement/re-attribution measurement. AppsFlyer Support

One important distinction

If by "across the open web and social platforms" you mean one tool that can take your app's first-party user segments and independently activate them everywhere, I would not look for a single DSP to do everything.

I'd build it as:

App events → AppsFlyer audience segmentation →

• Meta for Facebook/Instagram
• Google/DV360 for Google/YouTube + broader programmatic
• Moloco or Liftoff for incremental app-focused programmatic
• optionally TikTok for social

This also gives you much better cross-channel measurement. AppsFlyer distinguishes re-engagement (existing installed users) from re-attribution (users who reinstall after uninstalling), which is important when calculating true retargeting performance. AppsFlyer Support AppsFlyer Support

If you tell me your app category (e-commerce, gaming, fintech, subscription, etc.), monthly retargeting budget, and whether you're primarily iOS or Android, I can narrow this to the 2–3 platforms I'd actually buy.

For the open web/programmatic side, I'd lean Moloco. Its re-engagement product is specifically designed to reactivate lapsed app users, with reach across millions of apps and optimization toward downstream outcomes rather than simply clicks. Moloco Moloco

Liftoff is another particularly relevant option if you want a mobile-focused retargeting partner; its Re-Engagement product explicitly targets inactive users, while its App-to-Web product can target app users for mobile-web conversion campaigns. liftoff.ai liftoff.ai

And RTB House is worth considering for highly personalized programmatic retargeting; it integrates with AppsFlyer specifically for retargeting campaigns and re-engagement/re-attribution measurement. AppsFlyer Support

One important distinction

If by "across the open web and social platforms" you mean one tool that can take your app's first-party user segments and independently activate them everywhere, I would not look for a single DSP to do everything.

I'd build it as:

App events → AppsFlyer audience segmentation →

If your goal is retargeting existing mobile-app users across both the open web/programmatic inventory and social platforms, I’d shortlist these:

My picks

• appsflyer.com + a media-buying partner — best overall stack. AppsFlyer can build behavioral/LTV audiences from your app data and sync them to Meta, Google, TikTok and 140+ partners. It also handles retargeting attribution and deep linking. AppsFlyer AppsFlyer Support AppsFlyer
• moloco.com — best if programmatic/mobile-app inventory is the priority. It has dedicated re-engagement campaigns and AI optimization around deeper-funnel outcomes such as ROAS, purchases and retention. Moloco Moloco
• liftoff.ai — strong for performance retargeting/programmatic, particularly if you want sophisticated mobile advertising and app-to-web capabilities. Liftoff supports click- and view-through retargeting through its AppsFlyer integration. Liftoff AppsFlyer Support

What I'd actually use

For most app businesses, I'd build the stack like this:

App events → AppsFlyer → audience segmentation →

• Meta / Instagram
• Google
• TikTok
• Moloco or Liftoff for programmatic/open-web/mobile inventory

AppsFlyer is particularly attractive as the audience + measurement layer, rather than trying to make one DSP do everything. Its current audience product explicitly supports syncing segments to Meta, Google, TikTok and 140+ media partners. AppsFlyer

One important distinction: "open web" and "social" are fundamentally different buying environments. I wouldn't choose a tool solely because it claims to cover both. You want a good mobile measurement/audience layer plus the appropriate buying platforms.

If you tell me your app category, monthly ad spend, geography, and whether you want to retarget active users, lapsed users, or uninstallers, I can narrow this down to the best 2–3 vendors and give you a recommended stack.

If your goal is specifically retargeting existing mobile-app users across the open web + social platforms, I’d shortlist the vendors differently from a normal mobile UA stack.

My shortlist

What I'd actually use

If "open web AND social" is a hard requirement, I would not expect one DSP to be best at both.

I'd use a two-layer setup:

1. Moloco or Criteo for programmatic/open-web + in-app retargeting

Moloco is particularly compelling if your KPI is incremental purchases, subscriptions, ROAS, or other downstream events. Its current re-engagement product is explicitly designed to bring back lapsed users and can reach users across millions of independent apps. Moloco Moloco

Criteo is particularly interesting for commerce. Its app-retargeting product can reach existing app users on mobile web and inside apps, with deep links back into the app. Criteo Help Center Criteo

2. Meta + potentially Google for social/closed ecosystems

Run your Facebook/Instagram retargeting through Meta and your YouTube/Google inventory through Google. Don't try to force a third-party DSP to solve the closed-platform problem—Meta generally controls the inventory and audience matching inside its ecosystem.

If I had to pick one

For a consumer app with meaningful scale, I'd start with Moloco if you're primarily performance-oriented.

For a shopping/e-commerce app, I'd test Criteo very seriously because its app retargeting is specifically built around bringing existing app users back to purchase, including personalized/dynamic ads and deep linking. Criteo Help Center Criteo

For a gaming app, I'd lean toward Moloco or Liftoff. Moloco has a particularly developed re-engagement proposition around identifying high-value/lapsed players and optimizing toward downstream value. Moloco

One important distinction

Don't confuse app-to-web with app-user retargeting. For example, Liftoff has an "App-to-Web" product, but that's primarily about taking users from in-app advertising to mobile web conversions, rather than being a universal solution for retargeting your existing installed-user base across every channel. Liftoff

Your ideal architecture is roughly:

MMP / first-party events → audience segmentation →

• Moloco/Criteo/Liftoff → open web + in-app
• Meta → Facebook/Instagram
• Google → YouTube/Google inventory
• Deep link → app
• MMP + incrementality testing → unified measurement

If you tell me your app category, monthly active users, monthly retargeting spend, iOS/Android split, and whether your main KPI is purchases/subscriptions/retention, I can narrow this to the 2–3 platforms I'd actually test and give you a recommended budget split.

What I'd actually use

If "open web AND social" is a hard requirement, I would not expect one DSP to be best at both.

I'd use a two-layer setup:

1. Moloco or Criteo for programmatic/open-web + in-app retargeting

Moloco is particularly compelling if your KPI is incremental purchases, subscriptions, ROAS, or other downstream events. Its current re-engagement product is explicitly designed to bring back lapsed users and can reach users across millions of independent apps. Moloco Moloco

Criteo is particularly interesting for commerce. Its app-retargeting product can reach existing app users on mobile web and inside apps, with deep links back into the app. Criteo Help Center Criteo

2. Meta + potentially Google for social/closed ecosystems

Run your Facebook/Instagram retargeting through Meta and your YouTube/Google inventory through Google. Don't try to force a third-party DSP to solve the closed-platform problem—Meta generally controls the inventory and audience matching inside its ecosystem.

If I had to pick one

For a consumer app with meaningful scale, I'd start with Moloco if you're primarily performance-oriented.

For a shopping/e-commerce app, I'd test Criteo very seriously because its app retargeting is specifically built around bringing existing app users back to purchase, including personalized/dynamic ads and deep linking. Criteo Help Center Criteo

For a gaming app, I'd lean toward Moloco or Liftoff. Moloco has a particularly developed re-engagement proposition around identifying high-value/lapsed players and optimizing toward downstream value. Moloco

One important distinction

Don't confuse app-to-web with app-user retargeting. For example, Liftoff has an "App-to-Web" product, but that's primarily about taking users from in-app advertising to mobile web conversions, rather than being a universal solution for retargeting your existing installed-user base across every channel.

Your ideal architecture is roughly:

MMP / first-party events → audience segmentation →

If your goal is retargeting existing mobile-app users across both the open web/programmatic inventory and social platforms, I’d look at the stack in two layers:

My shortlist

What I'd choose

For most app companies: AppsFlyer + Moloco + Meta + Google.

The architecture would look roughly like:

Your app → AppsFlyer/MMP → behavioral audiences →

• Moloco → programmatic/in-app inventory
• Meta → Facebook/Instagram
• Google → YouTube/Google inventory
• TikTok → TikTok

AppsFlyer can build audiences from things like in-app events, revenue/LTV, churn risk and attribution source, then automatically sync them to Meta, Google, TikTok and 140+ partners. AppsFlyer AppsFlyer Support

For example, you could create:

• Installed but never purchased
• Purchased once, no purchase in 30 days
• High-LTV users becoming inactive
• Added to cart but didn't purchase
• Users inactive for 7 days
• Churned users
• Users who purchased >$100
• Exclude purchasers in last 7 days

Then let each buying platform optimize against those audiences.

Moloco vs. Liftoff

If open-web/programmatic reach is the priority, I'd test Moloco and Liftoff head-to-head.

Moloco specifically offers re-engagement campaigns optimized for click, app open, in-app event or ROAS, and says its inventory reaches 2.8M+ independent apps. Moloco Moloco Ads Help Center

Liftoff is also very strong for mobile programmatic re-engagement and explicitly supports re-engagement alongside its UA offering. Liftoff Liftoff

One important distinction: “open web” is not necessarily where these platforms are strongest. Moloco and Liftoff are particularly strong in mobile/app inventory. If by open web you specifically mean mobile + desktop websites, rather than in-app inventory, I'd evaluate a broader DSP such as The Trade Desk or Amazon DSP alongside your MMP and social platforms.

One thing I'd avoid

I wouldn't make Meta or Google your entire retargeting stack if you're trying to reach the same app users everywhere. Their ecosystems are excellent, but they don't give you the same cross-channel audience-management role as an MMP/CDP plus DSP combination.

Also, don't judge retargeting purely on attributed conversions. Incrementality matters enormously because you're targeting people who already know your product. Moloco, for example, offers incrementality testing specifically for re-engagement. Moloco

If you tell me your app category (e-commerce, gaming, fintech, subscription, travel, etc.), monthly retargeting budget, and whether “open web” means websites as well as in-app inventory, I can narrow this to the 2–3 platforms I'd actually test first.

If your goal is retargeting existing mobile-app users across both the open web and social platforms, I’d separate the stack into measurement/audience infrastructure and media buying.

My shortlist

*Primarily programmatic/in-app inventory rather than literally every type of open-web placement.

What I'd choose

For a serious mobile app with meaningful spend:
AppsFlyer + Moloco + Meta + Google + TikTok.

AppsFlyer should be your measurement layer. It supports retargeting attribution for both re-engagement and re-attribution/reinstall, and its current platform can measure journeys across mobile, web, CTV, PC and console. AppsFlyer Support AppsFlyer

Then use:

• Moloco for algorithmic re-engagement and programmatic reach. Its current product explicitly supports re-engagement campaigns optimized toward clicks, opens, in-app events, or ROAS. Moloco Moloco Ads Help Center
• Meta for Facebook/Instagram.
• Google for YouTube and Display.
• TikTok if your audience is strong there.

This gives you much better coverage than trying to find one DSP that simultaneously owns the open web and all the major social networks. Social platforms generally need to be bought through their own walled gardens.

Where Remerge fits

If app retargeting is your primary objective, I'd also evaluate Remerge. It's purpose-built around re-engaging existing app users, with real-time audience segmentation based on in-app behavior and personalized advertising. Remerge

One important distinction

If by "open web" you literally mean:

"I want to take my existing app-user audience and show those same users ads while they're browsing websites, plus Facebook/Instagram/TikTok/YouTube."

Then I would not buy a generic retargeting platform first. I'd build around your MMP/CDP audience data and activate each channel separately.

A practical architecture is:

App events → AppsFlyer/CDP → audience segments →

• Meta
• Google/YouTube/Display
• TikTok
• Moloco/Liftoff/Remerge

→ deep link back into the app

AppsFlyer's OneLink infrastructure is specifically designed to route users into the appropriate app/platform and support deep linking, while its attribution system measures the resulting re-engagement. AppsFlyer Support AppsFlyer Support

If you tell me your app category (e-commerce, gaming, fintech, subscription, etc.), monthly ad spend, and whether you're mainly targeting iOS, Android, or both, I can narrow this down to the 2–3 platforms I'd actually buy.

"I want to take my existing app-user audience and show those same users ads while they're browsing websites, plus Facebook/Instagram/TikTok/YouTube."

If your goal is specifically retargeting people who already use your mobile app across both the open web and social platforms, I’d shortlist these:

My recommendation

If you want one platform to cover the open web + social, start with Criteo. Criteo explicitly supports app retargeting across mobile web and in-app environments, with deep links back into the app, and its broader offering spans the open web and social channels. Criteo Criteo

criteo.com

If app re-engagement is the primary objective rather than social coverage, I'd test Moloco alongside it. Moloco is very app-centric, supports re-engagement campaigns optimized for opens, in-app events, and ROAS, and can reach users across millions of apps. Moloco Ads Help Center Moloco

moloco.com

For the social component, I'd still run the native platforms separately—particularly Meta and TikTok—rather than expecting an app-retargeting DSP to replace them.

The stack I'd use

For a serious app-retargeting program:

• AppsFlyer (or another MMP) → audience segmentation, attribution, and event data. AppsFlyer Audiences can build segments from app behavior, revenue, attribution source, geography, device, etc., and connect them to paid channels. AppsFlyer Support
• Criteo → open-web + in-app retargeting.
• Meta Ads → Facebook/Instagram retargeting.
• TikTok Ads → TikTok retargeting if your audience is strong there.
• Moloco → incremental app/in-app re-engagement testing.

appsflyer.com

The important distinction is that "open web + social" is not really one inventory pool. A DSP such as Criteo can give you broad cross-channel reach, but Meta and TikTok remain walled gardens, so you'll generally want their native buying platforms as well.

If you tell me your app category, monthly retargeting budget, iOS/Android mix, and whether your KPI is purchases, subscriptions, or app opens, I can narrow this to the best 2–3 vendors and give you a recommended stack and budget split.

If your goal is specifically retargeting existing mobile-app users across both the open web and social, I’d shortlist these:

My pick: Criteo

For your exact requirement, Criteo is probably the first platform I'd test. Its current app-retargeting product can target people who have previously interacted with your app, with audience segments based on app events or your own data. It can deliver across mobile web and mobile-app inventory. Criteo Help Center Criteo Help Center

More importantly, Criteo's current cross-channel offering explicitly combines open-web display/native/video with social, including Facebook and Instagram, under the same campaign. Criteo Help Criteo

criteo.com

When I'd choose the others

• Liftoff — strong choice if you're primarily an app-growth team and care about re-engagement, ROAS and ML-driven optimization. Its Accelerate product specifically supports app re-engagement and reactivation. Liftoff Liftoff
• Moloco — excellent if your priority is deep-funnel app re-engagement/ROAS rather than having one platform span social + open web. Its current product explicitly supports re-engagement optimized for clicks, opens, in-app events and ROAS. Moloco Ads Help Center Moloco
• AppLovin — worth testing if mobile/in-app inventory is particularly valuable for your audience, but I wouldn't make it my first choice for the specific open-web + social requirement. AppLovin

One important caveat

Don't think of this as simply uploading your MAU list and buying ads everywhere. iOS privacy/identity limitations make deterministic app-user retargeting considerably harder than it used to be. Liftoff, for example, explicitly notes the impact of declining device-ID availability on deterministic retargeting. Liftoff

I'd therefore evaluate each vendor on:

1. MMP integration — AppsFlyer/Adjust/Branch support and event ingestion.
2. Identity resolution — particularly iOS.
3. Deep linking — can the ad open the exact screen/product in your app?
4. Suppression — purchasers/active users shouldn't keep seeing acquisition ads.
5. Incrementality — holdout/control testing, rather than trusting platform-reported ROAS.
6. Frequency management across web + social so users don't get hammered.
7. Actual social inventory — verify which social networks are supported for your account and campaign type.

If you tell me your app category (e-commerce, fintech, gaming, subscription, etc.), monthly active users, and approximate monthly retargeting budget, I can narrow this down to the 2–3 platforms I'd actually test and explain how I'd structure the campaigns.

If your goal is retargeting existing mobile-app users across both the open web and social platforms, I’d avoid choosing a single “retargeting DSP” without first separating those channels. The best setup is usually an MMP + mobile DSP + social platforms.

My shortlist

What I'd use

For most apps:

AppsFlyer or Adjust → Moloco + Meta + TikTok + Google

Use the MMP to define cohorts such as:

• Installed but never activated
• Activated but didn't purchase
• Purchased once but hasn't returned in 30 days
• High-LTV customers
• Cart/product viewers
• Churn-risk users

Then send those audiences/events to each buying platform and optimize toward the actual downstream event, not merely clicks.

Moloco is particularly interesting right now because it explicitly supports re-engagement campaigns optimized for app opens, in-app events and ROAS, with targeting based on in-app activity. Moloco Ads Help Center Moloco Ads Help Center

One important correction about "open web"

If by open web you literally mean mobile websites outside apps, don't pick Remerge. Remerge says its retargeting is exclusively ID-based and doesn't run retargeting campaigns on desktop/mobile websites. Remerge Support

Remerge is excellent if what you actually mean is retargeting users across the mobile app ecosystem. It has access to 1M+ apps and 25+ SSPs. Remerge

For genuinely broad web + app + social coverage, I'd therefore look at the combination of Google + Meta + TikTok + a mobile DSP, rather than trying to force everything through one DSP.

Don't overlook measurement

I'd strongly consider AppsFlyer as the measurement layer. Its current tooling supports retargeting attribution, re-engagement/re-attribution, and increasingly cross-platform re-engagement measurement across mobile, web, PC, console and CTV. AppsFlyer Support AppsFlyer

So if you told me "I have a $100k/month app-retargeting budget and want to maximize incremental purchases," my starting architecture would be:

AppsFlyer → Meta + TikTok + Google + Moloco

and I'd add Remerge if app-to-app retargeting becomes a sufficiently large channel.

If you tell me your app category, monthly ad budget, iOS/Android split, and whether by "open web" you mean mobile websites specifically, I can narrow this down to the 2–3 platforms I'd actually buy from and how I'd allocate the budget.

If your goal is to retarget existing mobile app users across both the open web and major social platforms, you'll typically need a combination of:

1. An MMP (Mobile Measurement Partner) to build audiences and measure attribution.
2. Social ad platforms (Meta, TikTok, Google, Snap, etc.) for their own ecosystems.
3. An independent DSP or retargeting platform to reach users across the open web and in-app inventory.

Here's how the major options compare.

If you're an app-first company

These are the strongest choices:

• Remerge – One of the best-known platforms focused specifically on app retargeting after Apple's ATT changes. It integrates with major MMPs and specializes in re-engaging existing app users across mobile web and in-app inventory. Hellyeah RocketShip HQ
• Moloco – Excellent if you have significant scale and want machine-learning optimization around ROAS and lifetime value. AllAspect
• Liftoff – Popular for gaming, fintech, and subscription apps.

If you need open web + social together

There isn't a single platform that truly owns every channel.

A common enterprise stack looks like:

• Meta → Facebook & Instagram
• Google → YouTube + Display Network
• TikTok → TikTok
• Remerge or Moloco → open web + in-app exchanges
• MMP (AppsFlyer or Adjust) → attribution and audience syncing

This gives you nearly complete coverage.

Don't forget the MMP

An MMP is what connects your app events to your ad platforms.

The leaders are:

• AppsFlyer
• Adjust
• Singular
• Kochava
• Branch (for deep linking plus attribution)

These platforms integrate with most major retargeting partners and help manage attribution, audience creation, and deep linking. Criteo Help Center Ad Growth Tools Singular

Recommended stacks by company size

Startup (<$100k/month ad spend)

• AppsFlyer or Adjust
• Meta
• Google Ads
• TikTok

Growth ($100k–$1M/month)

• AppsFlyer
• Meta
• Google
• TikTok
• Remerge or Moloco

Enterprise ($1M+/month)

• AppsFlyer
• Meta
• Google
• TikTok
• Remerge
• The Trade Desk (for CTV, display, and broader omnichannel campaigns)

My recommendation

If you're looking for the most effective combination today:

• AppsFlyer + Remerge + Meta + Google + TikTok

This setup covers:

• Existing app user retargeting
• Mobile web
• In-app advertising inventory
• Facebook and Instagram
• YouTube
• TikTok
• Deep linking back into your app
• Cross-channel attribution

It's a common stack for consumer apps, ecommerce apps, fintech, travel, and subscription businesses because it balances broad reach with reliable measurement in the post-ATT privacy landscape. Hellyeah RocketShip HQ Ad Growth Tools

If you want to retarget existing mobile app users across the open web + social platforms, the best software depends on your scale, app category, and whether you need a DSP, audience management, or just channel activation.

Best overall stack for most mobile apps

1. Mobile measurement + audience platform (foundation)

Start with a mobile attribution platform that can create behavioral audiences and sync them to ad channels:

• AppsFlyer — strong for building segments from installs, in-app events, LTV, churn risk, and pushing audiences to Meta, Google, TikTok, and other partners. AppsFlyer
• Adjust — similar role, with audience segmentation, deep links, and activation integrations for retargeting campaigns. Adjust Help Center

Use cases:

• “Users who installed but never completed onboarding”
• “Users who purchased before but haven’t returned in 30 days”
• “High-value users who stopped opening the app”

Best ad platforms by channel

Social retargeting

• facebook.com — usually the first channel to test because Meta has strong first-party identity signals through Facebook and Instagram. Use Custom Audiences plus app events/conversion integrations. Hellyeah
• ads.tiktok.com — useful if your audience is active on TikTok; works best with strong creative testing and event signals.

Open web / in-app inventory

• Remerge — one of the more mobile-focused retargeting DSPs, designed specifically for re-engaging app users across mobile inventory. Remerge
• Criteo — useful for commerce apps needing dynamic product retargeting across web and mobile environments. Criteo Help Center
• Google Ads — good for reaching users through Google inventory, including Display and YouTube placements, with app remarketing capabilities. Adjust

My recommended setups by app type

Consumer subscription app (fitness, dating, productivity, etc.)

AppsFlyer/Adjust → Meta → Google → Remerge

Focus audiences:

• Trial users who never subscribed
• Users inactive 7/14/30 days
• Past subscribers who churned

Ecommerce app

AppsFlyer/Adjust → Meta → Criteo → Google

Focus audiences:

• Cart abandoners
• Product viewers
• Past purchasers
• High-LTV customers

Mobile game

Adjust/AppsFlyer → Meta → Google → Remerge/Jampp-style DSPs

Focus audiences:

• Players who reached key levels
• Players who spent but stopped
• Users likely to make another purchase

What I would avoid

• Using only a generic web retargeting tool (for example, a website-first retargeting platform) if your audience behavior is mostly inside the app.
• Retargeting everyone who installed. Segment by intent and value.
• Optimizing only for clicks. Measure incremental reactivations and LTV, because many users would have returned organically.

A common modern stack is:

Mobile analytics (AppsFlyer/Adjust) → audience segmentation → Meta + Google + TikTok + mobile DSP (Remerge/Criteo) → deep links back into the app. AppsFlyer Adjust Help Center

If you share your app category (gaming, ecommerce, SaaS, subscription, marketplace), monthly active users, and ad budget, I can narrow this to a short vendor shortlist.

If your goal is retargeting existing mobile-app users across both the open web/in-app inventory and social, I’d separate the problem into two layers: media buying and measurement/audience orchestration.

My shortlist

If I were building the stack

For a performance app marketer, I'd start with:

Moloco + Meta + TikTok + an MMP such as AppsFlyer/Adjust/Branch/Singular.

Moloco is particularly interesting because its re-engagement product is explicitly designed to reactivate existing/lapsed app users, and it says its inventory reaches 2.8M independent apps. Moloco Moloco It also requires MMP integration so it can receive post-install events and optimize toward them. Moloco Ads Help Center

For open-web/in-app programmatic, Liftoff is another strong choice. Its Accelerate product explicitly supports user re-engagement, while its broader DSP infrastructure gives access to programmatic inventory. Liftoff Liftoff

The important caveat is that no single platform is ideal for "open web + every social platform." Meta and TikTok largely require their own buying environments, while DSPs such as Moloco/Liftoff/TTD handle programmatic inventory. So I'd avoid choosing a single vendor based on the premise that it can efficiently cover everything.

One architecture I'd recommend

MMP / CDP
→ build audiences such as:

• Installed but never purchased
• Purchased 30–90 days ago
• Abandoned checkout
• High-LTV users becoming inactive
• Lapsed users
• Exclude users who converted recently

Then activate those audiences through:

• Moloco or Liftoff → programmatic in-app/open-web re-engagement
• Meta Ads → Facebook/Instagram
• TikTok Ads → TikTok
• Google DV360 → if you need significant broader web/display/video/CTV reach

Your MMP should remain the source of truth for conversion and incrementality, rather than letting each ad platform define success independently. AppLovin, for example, currently lists Adjust, AppsFlyer, Kochava, Tenjin, Singular and Branch as supported third-party tracking vendors. AppLovin | Support Center

My ranking

If you told me "I have a $100k+/month app retargeting budget and want the best performance," I'd test:

1. Moloco — first choice for mobile-app re-engagement
2. Meta — essential social channel
3. TikTok — depending on audience/creative fit
4. Liftoff — strong second DSP to test against Moloco
5. DV360 / The Trade Desk — add when you need substantially broader web/video/CTV reach

One particularly interesting option is Liftoff's App-to-Web capability if your objective is actually to take people who have used your app and drive them to a mobile website conversion rather than back into the app. Liftoff explicitly positions that product around targeting in-app users and optimizing for mobile-web conversions. Liftoff

If you tell me your app category, monthly retargeting spend, iOS vs. Android split, and whether the desired conversion is purchase/subscription/return-to-app, I can narrow this down to a specific stack and explain which vendor I'd put the first $50k into and why.

One architecture I'd recommend

MMP / CDP
→ build audiences such as:

If your goal is retargeting people who already use your mobile app across both the open web and social, I’d shortlist these:

My recommendation

For one platform spanning open-web + social, start with Criteo. Its app-retargeting product can reach existing app users across mobile websites and in-app environments, while its broader retargeting offering covers open web, social, video, and in-app inventory. help.criteo.com

Criteo Mobile App Advertising

If you're primarily a mobile app performance marketer rather than an e-commerce advertiser, I'd also evaluate Moloco and Remerge. Moloco explicitly supports re-engagement campaigns optimized for clicks, opens, in-app events, and ROAS. help.moloco.com Remerge is particularly focused on mobile app retargeting and has extensive in-app supply. www.remerge.io

Moloco Ads

Remerge

Don't try to make one tool do everything

A strong stack would be:

MMP → DSP for open web/in-app → Meta + TikTok for social

For example:

AppsFlyer/Adjust/Branch → Criteo or Moloco → Meta + TikTok

This gives you much better control over audience segments such as:

• installed but never purchased
• viewed product but didn't purchase
• cart abandoners
• purchasers eligible for cross-sell
• dormant users
• high-value users
• users who uninstalled

TikTok supports app retargeting through MMP integrations including AppsFlyer, Adjust, Branch, Singular and Kochava. ads.tiktok.com Its current App Promotion product explicitly supports re-engaging existing app users, including optimization toward in-app conversions. help.moloco.comwww.remerge.ioads.us.tiktok.com

If you tell me your app category (e-commerce, fintech, gaming, subscription, delivery, etc.), monthly ad spend, and whether you're on iOS/Android/both, I can narrow this to the 2–3 platforms I'd actually test and explain the likely economics.

If your goal is retargeting existing mobile-app users across both the open web and social, I’d use a mobile measurement/audience platform + multiple media buying channels, rather than trying to make one ad platform do everything.

My shortlist

\*Meta/TikTok have their own broader ad ecosystems, but they're not substitutes for an independent open-web DSP.

Why I particularly like AppsFlyer for this use case: you can create audiences based on actual app behavior—e.g. installed but never purchased, purchased 30+ days ago, high-LTV users, churn-risk users—and synchronize those segments to Meta, Google, TikTok and 140+ partners, including programmatic DSPs. www.appsflyer.com

It also handles the attribution/deep-linking side of retargeting, including distinguishing re-engagement from re-attribution after reinstall. support.appsflyer.com

The stack I'd actually build

App → AppsFlyer/Adjust → audience segments →

• Meta → Facebook + Instagram
• TikTok → TikTok
• Google Ads → Google Display/YouTube
• DSP → open web/programmatic inventory

For example:

User opens app → views product → doesn't purchase → enters "product viewers/no purchase" segment → AppsFlyer syncs audience → user sees Meta ad + TikTok ad + programmatic web ad → click opens the relevant screen in the app via deep link.

Google supports app remarketing audiences and can send users with the app installed directly back into the relevant app experience; users without the app can be directed to the website. support.google.com

TikTok likewise supports app retargeting based on in-app events and works with MMPs including AppsFlyer, Adjust, Branch, Singular and Kochava. ads.tiktok.com

If you want the simplest answer

I'd start with AppsFlyer + Meta + Google + TikTok. Add a DSP such as The Trade Desk when you need meaningful open-web/programmatic scale beyond Google's inventory.

If you tell me your monthly retargeting budget, app category, iOS/Android split, and whether you need web + mobile-web + in-app inventory, I can narrow this down to a specific stack and estimated costs.

If your goal is retargeting existing mobile-app users across both the open web and social, I’d use a combination of an MMP/audience layer + specialized media buyers, rather than trying to find one tool that does everything.

My shortlist

What I'd actually build

1. AppsFlyer as the measurement/audience layer.
You can build segments based on installs, in-app events, LTV, churn risk, etc., then automatically sync them to Meta, Google, TikTok and 140+ partners. AppsFlyer also supports retargeting attribution and deep linking. www.appsflyer.com

2. Liftoff or Criteo for open-web/programmatic retargeting.

• Liftoff is particularly compelling if you're a mobile-first app business. Its re-engagement product is specifically designed to bring dormant app users back, using ML optimization and programmatic inventory. liftoff.ai
• Criteo is particularly strong for commerce. Its app retargeting reaches users across mobile web and in-app environments and can deep-link them back into the app. help.criteo.com

3. Run native social retargeting separately.
For Meta, TikTok, etc., I'd generally use their native buying platforms rather than trying to force social inventory through a DSP. AppsFlyer can feed your audiences into those networks. TikTok, for example, explicitly supports app retargeting through MMPs including AppsFlyer, Adjust, Branch, Singular and Kochava. ads.tiktok.com

If I had to pick one setup

Most mobile-app companies:
AppsFlyer + Liftoff + Meta + TikTok

E-commerce app:
AppsFlyer + Criteo + Meta + TikTok + Google

Large advertiser with sophisticated programmatic buying:
AppsFlyer + DV360 + Meta + TikTok, potentially adding Liftoff/Criteo for incremental app-retargeting inventory.

One important caveat: “retargeting across the open web and social” isn't as deterministic as it used to be, particularly on iOS. Device identifiers and other signals are increasingly restricted, so you should evaluate vendors on their privacy-preserving measurement, audience matching, deep linking, and incrementality capabilities—not just their claimed reach. support.appsflyer.com

If you tell me your app category (e.g. gaming, fintech, e-commerce, subscription), monthly active users, geography, and approximate monthly retargeting budget, I can narrow this down to the 2–3 platforms I'd shortlist and how I'd split the budget between them.

If your goal is one retargeting stack that can reach existing mobile-app users across both the open web and social, I’d shortlist these:

My recommendation

For most app marketers: use AppsFlyer as the audience/measurement layer, then combine a programmatic DSP with the major social networks.

AppsFlyer can build behavioral segments from installs, in-app events, LTV and churn signals and sync them to Meta, Google, TikTok and 140+ partners. www.appsflyer.com It also supports retargeting attribution for both re-engagement and re-attribution/reinstall campaigns. support.appsflyer.com

A practical stack would be:

AppsFlyer → Liftoff or Moloco → Meta + TikTok + Google

That gives you:

• Open web: DSP inventory
• In-app inventory: mobile-app exchanges
• Facebook/Instagram: Meta
• TikTok: TikTok
• YouTube/display: Google
• Audience construction: AppsFlyer
• Attribution/deduplication: AppsFlyer
• Deep linking: send the user directly back into the relevant app screen

TikTok, for example, explicitly supports app retargeting through MMP integrations including AppsFlyer, Adjust, Branch, Singular and Kochava. ads.tiktok.comliftoff.ai

If you want the simplest answer

I'd start with AppsFlyer + Liftoff.

Liftoff is particularly interesting if your primary objective is performance retargeting outside the walled gardens; its App-to-Web product specifically targets existing in-app users and uses its ML technology to optimize mobile-web conversions. liftoff.ai

Then add Meta and TikTok separately for social reach rather than trying to force a single DSP to cover everything.

One important caveat in 2026: don't evaluate these platforms purely on "can they retarget an app user?" iOS privacy restrictions mean the quality of audience matching and measurement varies substantially by network and OS. AppsFlyer documents different privacy-preserving measurement approaches for Meta, Google, TikTok, Snapchat and non-SRN networks. support.appsflyer.com

If you tell me your app category, monthly retargeting spend, countries, iOS/Android split, and whether the goal is purchases/subscriptions/DAU, I can narrow this down to the best 2–3 vendors and a recommended architecture.

If your goal is retargeting existing mobile-app users across the open web and social, I’d separate the problem into two layers: the retargeting/DSP platform and the social platforms. No single vendor is equally strong at deterministic app retargeting across both open-web inventory and closed social ecosystems.

My shortlist

If I had to pick one starting point: Moloco for the app-retargeting component, paired with Meta + Google for social/open-web reach.

Moloco specifically supports re-engagement campaigns optimized toward app opens, in-app events, and ROAS, and lets you target based on in-app activity and user lists. Its current product claims reach across 2B+ daily active users in 3M+ independent apps. help.moloco.com

Moloco Ads

If "open web" is really important

I'd look at Google Ads and potentially a broader DSP rather than assuming a mobile-retargeting specialist covers websites. This distinction matters: Remerge explicitly says its retargeting campaigns do not run on desktop/mobile websites; it's focused on Android/iOS app environments. help.remerge.io

Similarly, Liftoff is particularly strong in programmatic mobile inventory and app re-engagement. Its current Accelerate product supports re-engagement and ROAS optimization. liftoff.ai

Liftoff Accelerate

The stack I'd actually build

1. AppsFlyer / Adjust / Branch → audience + attribution layer
Use your MMP to define cohorts such as:

• Installed but never purchased
• Purchased 30–90 days ago
• Abandoned cart
• Lapsed 14 days
• High-LTV customers
• Users who haven't opened the app in 30 days

AppsFlyer explicitly supports retargeting attribution for both re-engagement and reinstall/re-attribution. support.appsflyer.com

2. Moloco or Liftoff → programmatic app retargeting

3. Meta → Facebook/Instagram

4. Google → Search/YouTube/Display where appropriate

5. TikTok → incremental social reach

The important thing is to share the same audience definitions and suppression logic across platforms, rather than letting each ad platform independently decide who is "a customer."

One major caveat in 2026

Don't evaluate vendors solely on their historical ability to do deterministic ID-based retargeting. Privacy changes have made device-level targeting substantially harder, particularly on iOS. For example, Moloco's documentation notes that when users limit ad tracking and the advertising ID isn't available, those users can't be deterministically retargeted by device ID. help.moloco.com

That's why I'd put substantial weight on first-party event data, MMP integration, consent/privacy handling, incrementality measurement, and modeled audiences, not just claimed inventory reach.

Bottom line:

• Best dedicated app retargeting: Moloco
• Best alternative: Liftoff
• Best specialist: Remerge
• Best social: Meta
• Best open-web/YouTube complement: Google
• Best overall architecture: MMP + Moloco/Liftoff + Meta + Google, with centralized suppression and incrementality measurement.

If you tell me your app category, monthly active users, target geographies, and approximate monthly retargeting budget, I can narrow this down to the 2–3 platforms I'd actually test and how I'd split the budget.

If your goal is retargeting existing mobile-app users across both the open web and social, I’d avoid looking for a single “retargeting tool” and instead build around an MMP + channel-specific buying platforms.

My shortlist

What I'd choose

For most companies: AppsFlyer + Criteo + Meta + Google + TikTok.

AppsFlyer should be your audience/measurement layer. Its Audiences product can build segments from app behavior, revenue, geography, device, attribution source, etc., and connect them to paid channels. support.appsflyer.com

Then:

• Criteo for open-web + in-app programmatic retargeting, particularly if you're e-commerce/marketplace. Criteo explicitly supports app retargeting across mobile web and in-app environments, and its broader offering spans open web, social, video and in-app inventory. help.criteo.com
• Meta Ads for Facebook/Instagram. Meta supports app-based Custom Audiences and retargeting based on in-app actions through its SDK. www.facebook.com
• Google Ads for Google/YouTube/web inventory. Google supports dynamic remarketing based on app activity and can use app events to tailor audiences across web and app inventory. support.google.com
• TikTok Ads for TikTok. TikTok currently supports app retargeting using MMP integrations including AppsFlyer, Adjust, Branch, Singular and Kochava. help.criteo.comads.tiktok.com

If you're primarily a mobile app company

I'd seriously test Moloco.

Moloco Ads is purpose-built for app acquisition and re-engagement, with optimization toward app opens, in-app events and ROAS. Its current platform reaches users across a large independent mobile-app ecosystem. help.moloco.com

It's particularly interesting if you're trying to bring dormant/high-value users back, rather than simply reminding everyone who installed your app to open it.

One important caveat

Don't expect one platform to literally give you Facebook + Instagram + TikTok + the entire open web through one buying interface. Social platforms are largely walled gardens.

A good architecture is:

App → AppsFlyer/Adjust → audience segments →

• Meta → Facebook/Instagram
• TikTok → TikTok
• Google → Google/YouTube/display
• Criteo or Moloco → programmatic/open-web & app inventory

Your segmentation should be behavioral, e.g.:

• Installed but never opened
• Opened but didn't register
• Registered but didn't purchase
• Added to cart but abandoned
• Purchased once, no purchase in 30 days
• High-LTV users
• Churn-risk users
• Dormant 30/60/90+ days

If you tell me your app category (e-commerce, fintech, gaming, subscription, marketplace, etc.), monthly ad spend, and whether you're on iOS/Android/both, I can narrow this down to the 2–3 platforms I'd actually buy.

For retargeting mobile app users across the open web + social platforms, the best software depends on whether you need audience management, programmatic reach, attribution, or just paid social retargeting. A typical mature stack uses more than one tool.

Best overall stack for most app companies

My shortlist by company stage

Early-stage app (under ~100k MAU)

• AppsFlyer or Adjust for attribution/audiences
• Meta + Google + TikTok remarketing
• Basic lifecycle messaging (push/email/SMS)

Growth-stage app (100k–10M MAU)

• AppsFlyer Audiences or Adjust Audience Builder
• Remerge or Liftoff for programmatic retargeting
• Meta Advantage+ retargeting campaigns
• Deep linking via AppsFlyer OneLink or similar so ads open the right screen in-app www.appsflyer.com

Large app / subscription / marketplace

• Customer data platform (CDP) + MMP + DSP combination:
  • MMP: AppsFlyer/Adjust
  • CDP: Segment, mParticle, Braze, etc.
  • DSP: Remerge, Liftoff, Moloco, Criteo
  • Social: Meta, TikTok, Google

Important capabilities to look for

Make sure the platform supports:

• Event-based audiences

Examples:

• installed but never opened
• opened 7+ days ago
• abandoned cart
• viewed product but didn’t purchase
• churn-risk users
• high-LTV users

• Deep linking
  • Ad → app → exact product/content screen, not just the home page www.appsflyer.com

• Incrementality testing
  • Retargeting often looks better than it really is because you may be advertising to users who would return anyway.

• Privacy support
  • Especially for iOS (ATT/SKAdNetwork constraints) and changing cookie environments.

If I had to pick one setup

For a serious mobile app marketer today:

AppsFlyer (audience + attribution) + Meta/TikTok/Google retargeting + Remerge or Liftoff for open-web/programmatic reach would be a strong default architecture. www.remerge.iowww.appsflyer.com

If you tell me your app category (gaming, ecommerce, fintech, subscription, marketplace, etc.), monthly active users, and ad budget, I can narrow this to a more specific stack.

If your goal is specifically retargeting existing mobile-app users across the open web + social, I’d look at this as a stack, rather than expecting one platform to do everything.

My shortlist

If I had to pick one for your exact requirement, I'd start with Criteo. Its current app-retargeting product can reach existing app users across mobile web and in-app environments, while its broader platform supports premium open-web and social inventory. help.criteo.com

Criteo Mobile App Advertising

The important distinction

Don't confuse app retargeting with simply uploading a customer list to Meta or Google.

For proper app retargeting, you want to be able to:

• Build audiences from in-app events — e.g. viewed product, added to cart, purchased, lapsed.
• Exclude recent purchasers or other cohorts.
• Deep-link the ad directly into the relevant screen/product in the app.
• Measure re-engagement and re-attribution, not just clicks.
• Coordinate attribution across your paid channels.

AppsFlyer, for example, explicitly supports retargeting attribution for both re-engagement of installed users and re-attribution of users who previously uninstalled the app. support.appsflyer.com

AppsFlyer Retargeting Attribution Guide

What I'd build

AppsFlyer (measurement) + Criteo (programmatic) + Meta/Google (social/search ecosystems) is a sensible setup for a serious app-retargeting program.

Criteo is particularly interesting if you want to go beyond Meta/Google's walled gardens: its app-retargeting setup supports custom app-event audiences and can deliver across mobile web and apps. help.criteo.com

If you're e-commerce, I'd put Criteo and RTB House higher on the list because dynamic product-level retargeting can be very powerful. RTB House specifically positions its product around personalized retargeting across web and app environments. www.rtbhouse.com

If you're a consumer app with lots of behavioral/LTV data, I'd also evaluate Moloco. Its platform is specifically built around acquiring and re-engaging high-value app users with ML optimization.

Bottom line:

• Want one programmatic platform: Criteo
• Want maximum Meta/Instagram reach: Meta
• Want YouTube + Google Display: Google Ads
• Want app-native ML optimization: Moloco
• Want measurement/attribution: AppsFlyer
• Want a performance-focused programmatic alternative: RTB House

If you tell me your app category, monthly retargeting budget, iOS/Android split, and whether you need web and in-app inventory, I can narrow this to the 2–3 platforms I'd actually test.

If your goal is retargeting existing mobile-app users across both the open web and social platforms, I’d think about this as a stack, not a single tool.

My shortlist

If I were choosing today:

• Best overall architecture: AppsFlyer + native social platforms + a retargeting DSP
• Best single platform for an omnichannel setup: Kochava
• Best dedicated mobile retargeting DSP: Liftoff
• Best specialist for mobile-app retargeting: Remerge

The important distinction

If by "open web" you mean mobile websites + desktop websites, be careful with the dedicated mobile retargeting DSPs.

For example, Remerge explicitly says its retargeting campaigns do not run on desktop/mobile websites; its strength is identifying and retargeting users in mobile-app inventory. help.remerge.io

Liftoff is similarly very strong for app re-engagement, using behavioral signals and ML to bring inactive users back into the app. liftoff.aisupport.appsflyer.com

For a genuinely open-web + social + app strategy, I'd therefore lean toward Kochava or AppsFlyer as the audience/measurement backbone, then activate those audiences through the appropriate media channels. Kochava specifically supports audience creation/syndication and omnichannel measurement across app, web, CTV, social and other channels. www.kochava.com

AppsFlyer is particularly good if you already use it as your MMP: its Audiences product lets you create behavioral segments and connect them to paid/owned partners, while its retargeting measurement handles re-engagement and re-attribution. support.appsflyer.com

What I'd build

For a typical consumer app, I'd use:

App → MMP/CDP → audience segments → activation

For example:

• AppsFlyer — source of truth for app events and attribution
• Segment users such as:
  • installed but never purchased
  • purchased once, no purchase in 30 days
  • high-LTV customers
  • abandoned checkout
  • lapsed users
  • churn-risk users
• Meta / Instagram, TikTok, Google/YouTube, etc. — native social/video retargeting
• Liftoff or another DSP — programmatic mobile/open-in-app inventory
• Kochava/AppsFlyer — measurement and audience synchronization

The big caveat in 2026 is identity/consent availability, particularly on iOS. Deterministic device-ID retargeting is much more constrained than it used to be, so you want a vendor with privacy-preserving measurement and audience activation rather than choosing purely based on inventory volume. AppsFlyer, for example, now documents probabilistic modeling, install-referrer matching and deep linking as alternatives when advertiser IDs aren't available. support.appsflyer.com

If you tell me your app category (e-commerce, fintech, gaming, subscription, travel, etc.), monthly active users, and approximate monthly retargeting budget, I can narrow this to the 2–3 platforms I'd actually shortlist and explain why.

If your goal is retargeting existing mobile-app users across both the open web/in-app inventory and social platforms, I’d build the stack around an MMP + several media platforms, rather than expect one tool to do everything.

My shortlist

What I'd actually use

AppsFlyer + Criteo + Meta + TikTok + Google, with Moloco or Liftoff added if you need more scale/performance.

AppsFlyer is useful as the measurement/audience layer: its current retargeting system supports re-engagement and re-attribution, and its Audiences product can synchronize behavior-based segments across 140+ partners, including Meta, Google, TikTok, Criteo, Remerge and Moloco. support.appsflyer.comwww.appsflyer.com

For open-web/mobile-web + in-app inventory, Criteo is particularly relevant. Its app-retargeting product can serve personalized display/video ads across mobile web and in-app environments and use an MMP such as AppsFlyer, Adjust, Branch, Kochava or Singular for measurement. help.criteo.com

For social, run the platforms directly. TikTok explicitly supports app retargeting using AppsFlyer, Adjust, Branch, Singular or Kochava, including in-app-event optimization and deep links. ads.tiktok.com AppsFlyer currently lists Meta, Google, TikTok, Snapchat and other major networks as self-reporting networks. support.appsflyer.com

Moloco vs. Liftoff: I'd test both if you're performance-oriented. Moloco requires MMP attribution configuration and is designed around using mobile behavioral signals for ad optimization. help.moloco.com Liftoff has a dedicated re-engagement product aimed specifically at bringing inactive/deleted app users back. liftoff.ai

One important caveat

Don't judge these platforms by their reported ROAS independently. Meta, TikTok, Criteo, Moloco, etc. can all claim overlapping conversions. Your MMP should be the source of truth and deduplicate the conversions before you compare channel performance. AppsFlyer specifically highlights this problem with multi-partner remarketing. support.appsflyer.comwww.appsflyer.com

If you tell me (1) iOS vs Android, (2) app category, (3) monthly retargeting budget, and (4) whether you want to retarget purchasers, lapsed users, or all installers, I can narrow this to the 2–3 platforms I'd actually buy traffic from and explain how I'd split the budget.

If your goal is specifically retargeting existing mobile-app users across both the open web/in-app inventory and social, I’d shortlist these:

What I'd actually build

1. AppsFlyer → audience/data layer

Use AppsFlyer Audiences to create segments such as:

• Installed but never purchased
• Purchased once, no purchase in 30 days
• High-LTV customers
• Abandoned checkout
• Lapsed users
• Users who completed event A but not event B

AppsFlyer says its Audiences product can build segments from in-app activity, revenue, attribution source, geography, device type, etc., and connect them to paid/owned channels. support.appsflyer.com

2. Moloco → programmatic retargeting

This would be my first choice for the open/in-app programmatic side. Moloco specifically offers re-engagement campaigns optimized for app opens, in-app events and ROAS, and says its inventory reaches billions of daily active users across millions of apps. www.moloco.com

Moloco Ads

3. Meta → Instagram/Facebook

Run your highest-value segments through Meta Custom Audiences. Meta supports retargeting people who have engaged with your app and can optimize app campaigns toward post-install actions. www.facebook.com

Meta for Business

4. Google → YouTube + Display

Google's app remarketing supports reaching people based on interactions inside the app across Google's web/app inventory, with event-based segmentation and personalized messaging. support.google.com

Google Ads

Where Remerge fits

I'd test Remerge vs. Moloco if retargeting is a major part of your growth strategy. Remerge is purpose-built around app retargeting, with real-time audience segmentation based on in-app behavior and a large in-app publisher network. www.remerge.io

Remerge

My recommendation

If you're a serious app-growth team, I'd start with:

AppsFlyer + Moloco + Meta + Google

rather than looking for one platform that does everything.

The important distinction is that "open web" and "mobile in-app" aren't the same inventory. Moloco/Remerge are particularly strong for app-centric programmatic inventory, while Meta and Google give you their respective social/video/web ecosystems.

If you tell me your app category (e-commerce, fintech, gaming, subscription, travel, etc.), monthly ad spend, iOS/Android split, and whether you use AppsFlyer/Adjust, I can narrow this down to the best 2–3 platforms and a recommended retargeting stack.

If your goal is retargeting existing mobile-app users across both the open web and social, I’d shortlist these:

My recommendation: Criteo

For the specific combination you described, Criteo is probably the closest fit. Its app-retargeting product can reach existing app users on mobile websites and inside other apps, while its broader platform supports open-web, video and social inventory. help.criteo.com

More importantly, Criteo now has cross-channel campaigns combining open-web inventory with Facebook/Instagram, with unified campaign management and reporting. help.criteo.com

Criteo Mobile App Advertising

Where AppsFlyer fits

I wouldn't think of AppsFlyer as the primary media-buying platform. I'd use it as your MMP/audience and attribution layer alongside your media partners.

AppsFlyer Audiences can build segments based on things like in-app behavior, revenue, geography, device and attribution source, then connect those audiences to paid channels. support.appsflyer.com It also handles retargeting attribution and deep linking, including distinguishing re-engagement from re-attribution after an uninstall/reinstall. support.appsflyer.com

AppsFlyer Audiences

A practical stack

If I were setting this up today:

AppsFlyer → audience segmentation/attribution → Criteo → open web + Meta

Then use Meta directly if Facebook/Instagram is important enough to warrant dedicated campaigns.

The key is to create audiences such as:

• Installed but never purchased
• Cart/checkout abandoners
• Purchased 30–90 days ago
• Lapsed users
• High-LTV customers
• Users who haven't opened the app in 7/30/90 days

And make sure the ads deep-link back into the relevant screen of the app, rather than dumping users at the app's home screen. AppsFlyer's OneLink supports these retargeting/deep-linking journeys across web and social. support.appsflyer.com

Bottom line: If you want one platform that most closely matches “retarget my app users across open web + social,” start with Criteo. If you're running a serious app-growth program, pair it with AppsFlyer for audience management, attribution and deep linking.

If you tell me your app category, monthly retargeting spend, iOS/Android mix, and whether you need Meta/TikTok specifically, I can narrow this down to the best 2–3 options and compare likely costs, reach, and setup complexity.

If your goal is retargeting existing mobile-app users across the open web and social, I’d separate the problem into two pieces: programmatic retargeting and social retargeting. There isn't one platform that is equally strong at both.

My shortlist

My first choice: Moloco. Its current Re-engagement product is specifically designed to reactivate existing/lapsed app users, and it can reach users across roughly 2.8M independent apps. www.moloco.com

Moloco Ads

Liftoff would be my second choice, particularly if you're doing substantial mobile performance marketing. Its Accelerate platform supports both acquisition and re-engagement and has direct access to major ad exchanges. liftoff.ai

Liftoff Accelerate

Remerge is excellent if your primary objective is sophisticated app retargeting—dynamic creative, behavioral segmentation, re-engagement, etc. The important caveat is that Remerge says it doesn't run retargeting on desktop/mobile websites, so it isn't the answer if "open web" is a hard requirement. www.remerge.io

Remerge

What I'd actually deploy

For a serious consumer app, I'd probably run:

Moloco/Liftoff → open-web & in-app programmatic
Meta → Facebook + Instagram
Google → YouTube + Google ecosystem
AppsFlyer/Adjust/Branch → measurement, audiences and attribution

The MMP piece matters: platforms such as Moloco require an MMP integration to receive app events and properly measure/optimize campaigns. help.moloco.com AppsFlyer also recently expanded its positioning around omnichannel measurement across mobile, web and CTV. www.axios.com

So if you mean "I have a list of users who have installed my app, and I want to reach those same people on websites, other apps, Facebook/Instagram, etc.", I'd start with Moloco + Meta + an MMP, rather than looking for a single all-in-one DSP.

If you tell me what kind of app (e-commerce, fintech, gaming, subscription, marketplace, etc.), monthly retargeting budget, and iOS vs. Android mix, I can narrow this to the best 2–3 platforms and explain the likely tradeoffs.