OEM preload claims need the denominator: devices, preloads or first opens

Digital Turbine’s public glossary defines fill rate as the share of activated devices that received a preload, and CVR as movement from preload to first open. Billing can be CPP (download at first boot) or CPI (first open). Those denominators are not “all devices in market” and not “opted-in advertising IDs.” Terms.

Name the inventory event

OEM/preload supply is delivered through carrier and manufacturer partnerships. A reach claim about millions of devices describes partnership coverage or activations, not necessarily addressable GAID/IDFA inventory under the same privacy rules as in-app auctions. The Playrix case reports high incrementality for dynamic installs in a vendor-advertiser study; it still does not convert device population into an advertising-ID denominator.

Buyer checklist

Our recommendation is to require which event is counted (activated device, preload, download, first open), which OS/geo/OEM set, and how attribution treats preloads before testing OEM inventory. If advertising-ID opt-in share is not disclosed, leave it missing.

Inspect the evidence

Download the source-population and comparability card. The extraction separates documented facts from our analysis and unknowns.

Further reading in the existing archive: The benchmark report is selling you something; measurement-lab posts on MMP versus network install counts. These links provide background; this check does not independently verify their full contents.

Research checked 19 September 2026. Local draft; human editorial review and byline assignment pending.