AppsFlyer

AppsFlyer is an Israeli-founded mobile marketing measurement and attribution company, incorporated as AppsFlyer Ltd. and now headquartered in San Francisco, California, with more than 20 offices worldwide. It was founded in 2011 by Oren Kaniel and Reshef Mann to give app marketers a neutral way to measure which channels and campaigns actually drive installs and in-app activity, at a time when app stores gave developers no attribution data of their own.

The company's software-as-a-service platform ingests click and install data from ad networks, app stores and publishers and attributes each app install or web conversion back to the marketing touchpoint that produced it, while layering on deep linking, fraud protection, privacy-preserving measurement (including Apple's SKAdNetwork and Google's Privacy Sandbox) and, more recently, AI-driven user-acquisition and data-collaboration tools. AppsFlyer says it serves more than 15,000 brands and measures activity from over 100,000 apps across 190-plus countries, with reported customers including CNN, Louis Vuitton, State Farm and Whataburger.

It grew through a series of acquisitions — developer team Yodas in 2018, gaming-analytics firm Devtodev in November 2023, and AI-based user-acquisition platform oolo in December 2023 — and in July 2025 launched an integration with Anthropic's Model Context Protocol so its measurement data can be queried through Claude and other AI assistants. CEO Oren Kaniel has repeatedly stressed that AppsFlyer will not enter the media or ad-buying business itself, positioning independence from any single ad platform as core to its value proposition as a neutral measurement layer. In February 2025 the company laid off roughly 100 employees while redirecting investment toward AI product work.

AppsFlyer remains privately held. In June 2026 Google, Meta, Unity and Moloco together invested over $1 billion for minority stakes at a reported $2.7 billion valuation — each investment described as a non-controlling, non-exclusive minority stake carrying no preferential access to AppsFlyer's APIs, measurement signals or attribution logic — with the company stating the round was meant to support a path toward an eventual IPO.