Unity continues to invest in the development of ML optimization. This is a positive signal for those considering Unity Ads as a scaling source, especially for verticals where player LTV plays an important role. To help advertisers focus on the actual value of users, the company has expanded its optimization capabilities with D28 Ad Revenue ROAS and D28 Hybrid ROAS.

In this article, together with experts from the RentAcc advertising platform, we’ll break down what the Unity Vector update is, how the new optimization models work and how they complement the existing Unity Ads advertising infrastructure.

What is Unity Vector?

Unity Vector is the core of Unity’s user acquisition platform. It connects the right players with the right games and uses unique analytics data to enable more effective matching and long-term results for advertisers.

At the beginning of 2026, Unity Ads confirmed that its entire advertising network now runs on the Unity Vector ML core. The company stated that after spending almost all of 2025 in testing, campaign optimization, scaling, and user matching are now fully powered by Vector.

What is D28 ROAS and why does it matter?

ROAS optimization in mobile games uses machine learning algorithms to find users who are most likely to make in-app purchases. Based on these predictions, Unity Vector dynamically adjusts bids, helping attract players who can deliver the target ROAS level.

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The D7 and D28 ROAS labels indicate the period over which the system evaluates potential revenue. D7 focuses on the first seven days, while D28 analyzes player behavior over a four-week period.

⚠️ For media buyers, this opens up another optimization option: the algorithm can now focus not only on users’ early actions but also on their predicted 28-day revenue.

At the same time, D7 and D28 are not alternative strategies — they solve different tasks and can work effectively alongside each other. D7 optimization helps generate learning signals faster and scale campaigns more actively based on early purchases. D28 focuses on players who start generating most of their revenue later, allowing their LTV to be accounted for more accurately. Data is the fuel that enables Unity Ads and Unity Vector to target the right users and help you achieve your goals.

Using both models simultaneously helps reach a broader audience. While D7 attracts users with fast conversions, D28 can identify users who will continue making purchases after the first week. As a result, advertisers get a more complete picture of campaign performance and can increase overall revenue by combining short-term and long-term revenue sources.

Presentation of the New Optimization Models

After the launch of D28 IAP ROAS at the beginning of the year, Unity Vector expanded its optimization capabilities by adding support for two new campaign types — D28 Ad Revenue ROAS and D28 Hybrid ROAS.

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The update allows advertisers to work more effectively with different monetization models. The system now takes into account not only early post-install results, but also overall LTV.

D28 Ad Revenue ROAS

Designed for games where the primary source of revenue is in-app advertising. The advertiser sets a 28-day target ROAS for each country, and Unity Vector predicts the potential ad revenue from each user over this period. Based on this data, the system automatically adjusts bids. This model is suitable for games where:

  • ad revenue increases as player engagement grows;
  • user retention directly affects monetization levels;
  • a significant share of ad revenue is generated after the first week following installation.

D28 Hybrid ROAS

Designed for games where user value is generated through two revenue streams — in-app purchases and advertising. Instead of evaluating only purchases or ad activity separately, the D28 Hybrid ROAS model analyzes the user’s total revenue over 28 days. This makes it possible to more accurately determine the value of players who can generate revenue through different monetization channels.

Results of the Closed Beta Testing of the New Models

According to the results of closed beta testing, D28 Ad Revenue ROAS delivered higher retention rates and average revenue per user. Compared with optimization over the shorter seven-day period, participants in the test achieved the following results:

  • 90% of projects had higher Day 28 retention than Day 7 retention;
  • average retention growth was +62%;
  • 67% of projects saw an increase in average revenue per user (ARPU);
  • median ARPU growth was +68%.

D28 Hybrid ROAS delivered similar results. According to the Closed Beta test results, hybrid monetization showed:

  • 88% of projects had higher Day 28 retention than Day 7 retention;
  • median retention growth was +76%;
  • 59% of projects saw an increase in Day 28 ARPU;
  • median ARPU growth was +41%.

The test results show that optimizing over a four-week period allows the system to identify the target audience more accurately.

How does this affect media buying?

Thanks to Unity’s unique position as the only company involved in both game development and user acquisition, Vector has a comprehensive understanding of players, games and the interaction between them.

The platform’s architecture allows it to collect deeper data on how users interact with games and build more accurate LTV predictions. Advertisers can optimize campaigns not only for quick results but also for long-term profitability — the algorithm starts looking not simply for users who install the game, but for those who will continue playing and monetizing over time.

What media buyers should now consider when launching campaigns:

  • previously, D28 ROAS was more focused on IAP, while Unity has now expanded this logic to Ad Revenue and Hybrid;
  • this can potentially change the approach to evaluating GEOs, sources, and audiences;
  • D28 makes it meaningful to look beyond CPI/CPA and also track ARPU, retention, ROAS, and LTV over time.

⚠️ D28 helps optimize traffic acquisition toward users who are more likely to generate revenue within 28 days.

Conclusion

Unity continues to invest in the development of its advertising algorithm, meaning the source remains one of the most promising options for scaling in-app traffic. This particular update demonstrates the direction in which Unity Ads is evolving: the platform is increasingly focusing on ML optimization and introducing new tools for working with users’ long-term value.

If you’ve been wanting to test this source for a while, the RentAcc advertising platform is an ideal starting point. Its convenient CRM platform covers transparent statistics, balance control and automation of routine tasks.

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