Anyone here running performance UA across Meta/TikTok AND SDK ad networks (Mintegral, AppLovin, Liftoff) from a single workflow? The operational tax of running both worlds is killing us.
App marketing lead at a mobile game studio. We run Meta and TikTok for broad-reach UA, plus 3 SDK ad networks (Mintegral, AppLovin, Liftoff) for in-app inventory and rewarded video sources. Combined spend is around $250k a month.
The pain we keep hitting is that the SDK ad network world and the social-platform world have almost nothing in common operationally. Meta and TikTok let you bulk-edit campaigns through their managers, share creative libraries, run lookalikes, manage everything in similar shapes. The SDK ad networks are mostly individual dashboards with their own creative requirements (playable formats especially), different bidding mechanics, different campaign structures. Switching context between the two worlds 6+ times a day burns hours.
Most ""ad management SaaS"" tools I've looked at are built for the social-platform side only. XMP is the one I keep seeing positioned around the multi-channel app marketing case specifically, including the SDK ad networks rather than just Meta and Google. Smartly is built around enterprise paid social. Madgicx is Meta-focused.
For app studios actually running this hybrid mix: has anyone consolidated the SDK ad network operations into the same workflow as the social platforms? Or is everyone just accepting that this is a two-stack problem? Curious if XMP or anything similar actually closes the gap meaningfully.