How Galaxy Play achieved a 22% revenue increase powered by Airbridge Web-to-App tracking.

Introduction

Galaxy Play is Vietnam’s leading online movie streaming platform (VOD – Video On Demand), offering a massive library that includes Vietnamese and international theatrical releases, Asian series, and children’s content. It is also the first Vietnamese OTT service to produce original content (Galaxy Play Originals), helping elevate local film production in the digital space.

For five consecutive years, Galaxy Play has secured its position as a top online streaming platform, with more than 10 million registered users and over 10,000 hours of licensed content. The platform consistently ranks among the top entertainment apps on the App Store and Google Play, earning millions of downloads and maintaining strong user retention thanks to its seamless experience, intuitive interface, and AI-powered personalized recommendations. These achievements have solidified Galaxy Play’s pioneering status in Vietnam’s OTT market, making it a symbol of the powerful blend between technology, premium content, and exceptional user experience.

Overview

Fragmented conversion data across web and app made it difficult for Galaxy Play’s marketing team to pinpoint true revenue sources, while ad fraud and data discrepancies between the previous MMP and CRM reduced reporting reliability and led to budget inefficiencies.

Airbridge helped Galaxy Play overcome these challenges by unifying the entire user journey and enabling end-to-end measurement across web and app. With accurate and transparent data, Galaxy Play not only optimized costs by 52%, achieved 8~11% CTR lift across channels, and increased revenue by more than 22%, but also unlocked a new data-driven approach to decision-making across multiple channels and marketing strategies.

Challenges

Obstacles in measuring Web-to-App campaigns

Galaxy Play runs not only app campaigns but also web-to-app campaigns, which involve a much more complex user journey (as shown below). However, this measurement process used to be a major challenge when working with other MMPs, as they could only attribute IAP and Subscription Revenue from app campaigns. In web-to-app scenarios, attribution often broke midway, data would stop at the web source (Step 2) and could not be traced back to the original ad channel (Step 1).

As a result, all user interactions on the website (ads click → landing → app installs) are viewed as organic. Galaxy Play had no clear visibility into which ad channels were truly driving high-quality users.

Limited control over ad fraud and data discrepancies

Detecting and eliminating ad fraud, especially fake installs and in-app events, became a significant challenge for Galaxy Play, particularly when running campaigns with more than 20 affiliate partners. This led to revenue losses and large discrepancies between previous MMP’s data and Galaxy Play’s in-house CRM, sometimes reaching up to 90%.

Additionally, manually compiling and reconciling data across multiple reports made the process cumbersome and resource-intensive, slowing down the team’s ability to make timely, data-driven marketing decisions.

Solutions

Accurate Web-to-App measurement with Airbridge Web SDK and the Touchpoint Overlap Report

Airbridge implemented the Web SDK for Galaxy Play, enabling first-party data collection instead of relying on cookies or third-party sources. When users move from web to app, Airbridge analyzes multiple signals, including UTM parameters, device information, timestamps, and IP addresses, to accurately identify the original ad source.

This allows Galaxy Play to attribute revenue events such as pay-per-view purchases and subscription conversions from both web and app back to the correct originating campaign, enabling a clear view of cross-platform performance and smarter budget allocation across channels.

The Touchpoint Overlap feature gives Galaxy Play a deeper understanding of how users interact across multiple channels throughout the conversion journey. By analyzing the degree of overlap between touchpoints, the team can determine whether channels are truly supporting one another or simply reaching the same user segments repeatedly, which is particularly important when Galaxy Play is operating with over 20 affiliate partners.

This helps Galaxy Play allocate budgets more efficiently, avoid overspending on channels with highly overlapping audiences, and fine-tune retargeting efforts to reach the right users at the right moment on the right channel.

Preventing fraud and unifying data with Fraud Validation Rules and Actuals Reports

To combat ad fraud, Galaxy Play deployed Airbridge Fraud Validation Rules, integrating technologies such as SDK Signature and Injection Prevention to eliminate fraudulent data at the earliest stage of collection. All setup was handled directly on the Airbridge dashboard.

“What we value most about Airbridge is the freedom to control fraudulent traffic ourselves. Previously, whenever anomalies were flagged, traffic would be blocked or campaigns halted without a clear explanation, causing us to lose valuable data and genuine traffic.

Now, with the three-tier Fraud Validation Rules (Level 1–3), our team can decide how to respond, from issuing warnings to temporarily blocking or fully rejecting traffic, all while maintaining transparency and stable campaign performance.” ‍ — Hiếu Phạm _ Head of Marketing at Galaxy Play

Managing data from more than 20 partners also became far simpler with the Actuals Report, where all key metrics, including cost, cohort revenue, installs, and ROAS, are consolidated into a single dashboard. Galaxy Play can customize GroupBy settings by Channel, Campaign, or Creative to identify the top-performing sources and redistribute budgets quickly. This allows the team to compare MMP data with CRM data and pinpoint the most efficient channels in real time.

Results

Through its partnership with Airbridge, Galaxy Play resolved its most critical measurement and performance challenges. From accurately attributing web-to-app conversions to preventing fraud in real time, Galaxy Play can now track the entire user journey within a single system and make decisions based on trustworthy, unified data.

After implementation, Galaxy Play optimized MMP costs by more than 52%, lowered data discrepancies between MMP and their CRM platforms by over 15% compared to their previous MMP, bringing them below 20%, grew revenue by more than 22% and CTR uplift by 8~11%, by optimizing budget allocation and doubling down on high-ROAS channels. This success marks a major shift in how Galaxy Play manages digital campaigns, transitioning from fragmented operations to unified, real-time measurement and optimization.