App: Why Can Applovin Retrieve META UUID? Why Can Applovin Do Retargeting?

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Yesterday, I published a report on Applovin discussing whether its fingerprinting method ensures user consent—mainly explaining the approach in gaming apps and how they secure consent.

I’ve decided not to publish reports on Applovin before earnings season any longer, as I need to focus more on other research areas.

However, even after finishing the report, one point still puzzled me: I couldn’t understand how Applovin obtained the META UUID—referring to the chart in the Muddy Waters report—and whether Applovin must rely on MAX to collect competitors’ bid data when executing retargeting.

After talking with several ad industry algorithm experts, I finally got some clarity.