Unity deployed Vector, a self-learning AI platform that powers Unity Ads by analyzing player behavior data to match mobile game ads with players most likely to install and spend, available to all Unity Ads advertisers as of May 2025.

Vector is Unity's core user acquisition AI platform, described as the successor to Unity's earlier Audience Pinpointer system. It ingests data from across Unity's ecosystem — including in-game behavior, session duration, level completions, device signals, and retention indicators — to predict which players are most likely to engage with and spend in specific games. The platform uses a self-learning adaptive model that continuously updates based on new campaign data. Vector became generally available to all Unity advertisers in May 2025, roughly three months ahead of schedule. Unity reported that all Android and iOS ad traffic on its network now runs through Vector.