Israeli adtech analytics firm AppsFlyer has secured more than $1 billion in fresh funds from tech titans Google, Meta, Moloco and Unity, as autonomous marketing and agentic workflows reshape digital advertising.
The investment values AppsFlyer at about $2.7 billion, according to sources close to the matter. Each commitment from the four ad platform companies is a strategic minority, non-controlling and non-exclusive investment. The four stakeholders will not receive preferential data access or commercial treatment, AppsFlyer said. The transaction is subject to regulatory approvals.
Founded in 2011 by Israelis Oren Kaniel and Reshef Mann and headquartered in Herzliya, AppsFlyer has built a data software platform used by companies such as Coca-Cola, Nike, eBay and Visa to process, analyze and measure user response data on mobile advertising to help gauge the success of marketing campaigns.
The platform is designed to help app owners and advertisers spot where their top users or clients originate, such as Google web searches or advertisements on social media platforms, including Meta or X.
“AI is changing what advertising is,” said Kaniel. “The decisions that used to be made by people, what to bid, where to place, who to reach, are increasingly made by machines, at a scale and speed no human could match.”
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“As AI takes over more of the decisions, trusted, independent, unbiased attribution and measurement stops being an advantage and becomes the foundation everything else is built on,” he remarked.
AppsFlyer said the new funds will be used to help advertisers, developers and publishers make faster, smarter and more accurate decisions based on AI-native ad measurement across multiple channels and devices.
Illustrative: This picture taken on January 12, 2023, in Toulouse, southwestern France, shows a smartphone and a computer screen displaying the logos of Instagram, Facebook, WhatsApp and their parent company Meta. (Photo by Lionel BONAVENTURE / AFP)
“Accurate, trusted measurement is foundational to a healthy digital ecosystem,” said Gaurav Bhaya, Google’s VP and GM of Buying, Analytics and Measurement. “This investment reflects our ongoing commitment to measurement that helps advertisers and developers understand the real impact of their campaigns across every platform and make better decisions to grow their businesses.”
Over the past year, AppsFlyer joined a list of local tech companies announcing streamlining measures, including layoffs to trim its workforce and free up funds for investment in AI tools, as the adtech unicorn gears up for an initial public offering (IPO).
“AppsFlyer should remain independent and one day stand as a public company, and this investment is a step on that path,” said Kaniel.
AppsFlyer has development offices in Herzliya and Haifa and employs 1,300 people across 20 global offices, out of which 700 work in Israel. Its customers include Waze, Alibaba, HBO and NBC, and its tools are integrated in over 10,000 tech partners, including Twitter, Salesforce and Apple Search Ads.
AppsFlyer generates about $500 million in annual revenue from the sale of software as a service for advertising management. Previously, the firm raised about $300 million in funding from investors including Salesforce Ventures, General Atlantic, Eight Roads, Qumra Capital, Pitango, Goldman Sachs and Magma.
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