Entertainment
ABEMA successfully migrates from Firebase Dynamic Links to Adjust TrueLink
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Region
Japan
Founded
2016
Vertical
Entertainment
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Bumpei Arishige
General Manager, Ad Strategy Bureau, Advertising Headquarters, CyberAgent, Inc.
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The challenge
Google announced it would discontinue its deep linking service, Firebase Dynamic Links (FDL), in August 2025. ABEMA had relied on Firebase Dynamic Links for key user journeys, such as from mobile web/browser to the app and for social network sharing features for each program. The discontinuation meant that finding a replacement solution became a necessity.
In addition, ABEMA faced the challenge of a fragmented tracking environment. External app ads were tracked with Adjust, browser traffic was measured with Firebase, and social traffic used yet another solution. This made analysis less efficient and slowed the pace of campaign optimization.
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Naoya Nakazawa
Manager, Ad Strategy Bureau, Advertising Headquarters, CyberAgent, Inc.
The solution
After evaluating alternatives, ABEMA chose Adjust’s deep link solution, TrueLink, for several reasons:
- Existing experience with Adjust
ABEMA has been working with Adjust for external ad tracking since its early days, and the team already had in-house expertise. - Broad coverage and reliability
Proven ability to ensure stable deep link behavior across various app services. - Unified tracking environment
The ability to cover multiple channels with a single solution, improving analysis efficiency.
TrueLink supports both iOS and Android, automatically directing users to the optimal destination regardless of device or environment. It also allows the use of a branded domain in shortened URLs (short links) and provides an API to automatically issue links, reducing operational workload and enhancing brand trust.
For the migration, ABEMA’s requirements were organized by the Adjust Japan team and shared in detail with the product team in Germany. The project began in December 2024 and was completed in April 2025. To overcome operational hurdles, the two companies jointly developed an API-based tool to easily generate URLs from the management console, helping integrate the new workflow into daily operations.
Bumpei Arishige
General Manager, Ad Strategy Bureau, Advertising Headquarters, CyberAgent, Inc.
The results
The implementation of TrueLink delivered two major results for ABEMA.
First, enhanced data tracking: areas that had previously been impossible to measure were now visible. This allowed for better-informed resource allocation to previously untracked channels and expanded the range of possible marketing initiatives.
Second, improved user acquisition efficiency: ABEMA created a direct app-to-app flow without browser detours. This led to a 170% increase in app launch efficiency from external channels in the initial stage of implementation, clearly demonstrating a significant business impact.
Naoya Nakazawa
Manager, Ad Strategy Bureau, Advertising Headquarters, CyberAgent, Inc.
The future outlook
Looking ahead, ABEMA plans to expand the number of channels covered by TrueLink to further increase inbound traffic and user numbers. The company also intends to invest in channels that were previously difficult to measure, now made possible by the expanded tracking capabilities.
At the same time, recognizing that user journeys are becoming increasingly diverse and sometimes impossible to track, ABEMA plans to introduce marketing mix modeling (MMM) as a non-tracking-based evaluation method. They also aim to use multi-touch attribution to analyze more complex user behavior and improve the precision of investment decisions.
Bumpei Arishige
General Manager, Ad Strategy Bureau, Advertising Headquarters, CyberAgent, Inc.
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