AppLovin sues Unity over alleged data collection through its Ad Quality SDK
AppLovin has filed for a temporary restraining order against Unity in California Superior Court, alleging that Unity’s Ad Quality SDK harvests user data without authorization. According to AppLovin’s filing, Unity has incorporated this collected data into machine learning models used in live ad auctions, potentially training its bidding systems to anticipate AppLovin’s competitive strategy and bidding decisions.
Unity has rejected the allegations, characterizing the lawsuit as anticompetitive. In a statement, the company described AppLovin as a “dominant incumbent” using litigation and intimidation to counter increased competition and address its own slowing growth. Unity indicated that AppLovin has demanded the shutdown of certain SDK features as part of the dispute.
The legal action marks an escalation in competition between two major players in mobile advertising technology. The case raises important questions about data collection practices, competitive fairness in real-time bidding systems, and the appropriate use of data collected through development tools and SDKs.