AppsFlyer has announced the signing of a definitive agreement for investments from Moloco, Google, Meta, and Unity. With this backing, AppsFlyer will accelerate innovation in AI-powered ad measurement, advance cross-platform attribution, and continue building a measurement foundation which supports autonomous marketing and agentic workflows.
As AI continues to expand opportunities in advertising, the accuracy and richness of measurement matter more than ever. Reliable signals across platforms and channels help advertisers, developers, and publishers make smarter decisions, drive performance, and grow responsibly – while keeping trust at the centre of the ecosystem.
“This deal was inspired by the way other technologies have evolved,” said Oren Kaniel, CEO and co-founder of AppsFlyer. “They were successful because companies could compete independently while relying on trusted neutral infrastructure. That kind of foundation unlocked new waves of growth and innovation while enabling participants to continue competing on their own merits. Measurement is at the same moment. As AI takes over more of how advertising is bought and optimised, the entire digital advertisement industry benefits from signals that are independent, neutral and not shaped by anyone interested market participant. This investment is a commitment to that principle.”
“Trusted, independent measurement is an important component of unlocking ad opportunity on the open Internet,” said Sunil Rayan, General Manager, Moloco Ads. “AppsFlyer has earned advertiser trust by delivering neutral and unbiased attribution. This transaction allows them to continue to grow and innovate in ways that benefit the industry as a whole.”
“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.”
“Both advertisers and publishers need fair, unbiased, and comprehensive measurement to understand what works and to improve it,” said Andrew Bocking, VP, Ads of Meta. “We support AppsFlyer’s mission to deliver this to the ecosystem.”
“Positioned at the intersection of developers, advertisers, and players, we see first-hand how much trust depends on neutral, independent measurement,” said Felix Thé, Chief AI Officer and Senior Vice President of Product and Technology for Grow at Unity. “AppsFlyer is a trusted partner across the evolving digital advertising ecosystem, and we’re proud to support infrastructure that strengthens transparency and trust across the industry.”
Each investment is minority, non-controlling, and non-exclusive. Investors will not be entitled to preferential treatment in relation to AppsFlyer’s APIs, measurement signals, attribution logic, or commercial terms. Customers will continue to control which partners they work with and what data they share with each of them. All investors intend to continue working with their measurement providers, as well as AppsFlyer, in an ongoing commitment to the principle that measurement must remain independent and neutral.
The investment combines shareholder liquidity with new long-term strategic equity participation. Additional strategic partners may be invited to invest in subsequent closings under the same principles. The transaction is subject to customary closing conditions, including regulatory approvals.
AppsFlyer serves more than 15,000 brands worldwide and has remained a trusted measurement partner through major platform shifts, evolving privacy standards, and the rise of AI-driven advertising.
“Better attribution. Better signals. Better ads. A better internet. One where advertising is a value-added service, creating safer and more relevant experiences for everyone. That is our vision, and this investment is how we get there,” said Kaniel.
Discussion about this post