The Mobile-end Data Testing Platform AppsFlyer announced final investment agreements with Moloco, Google, Meta and Unity to raise over $1 billion. Four companies, Google and others, are “minority, non-controlled and non-exclusive investments” and “investors are not entitled to preferential treatment in relation to AppsFlyer’s API, measuring signals, attribution logic or commercial terms”.
In its official bulletin, AppsFlyer states that, as AI expands opportunities in the field of advertising, the accuracy and richness of measurements are more important than ever. Reliable signals across platforms and channels can help advertisers, developers and distributors to make more informed decisions, enhance effectiveness and achieve responsible growth — while placing trust at the heart of ecosystems.
“This deal is inspired by other technological developments. Their success is due to the ability of enterprises to compete independently while relying on a trusted and neutral infrastructure. This basis has unleashed a new wave of growth and innovation, while allowing participants to continue to compete on their own. The measurements are at the same moment. As AI increasingly takes over the purchase and optimization of advertising, the entire digital advertising industry will benefit from independent, neutral signals that are not influenced by any stakeholders. This investment is a commitment to this principle.”
“Credible, independent measurements are an important part of unlocking open Internet advertising opportunities. AppsFlyer has earned the confidence of advertisers by providing neutral and unbiased attributions. This transaction enables them to continue to grow and innovate in ways that benefit the whole industry.”
According to Gaurav Bhaya, Vice-President and General Manager of Purchase, Analysis and Measurement, Google: “Accurate and trustworthy measurements are the cornerstone of a healthy digital ecosystem. This investment reflects our continued commitment to measurement, helping advertisers and developers to understand the real impact of their advertising activities on each platform and to make better decisions to develop business.”
Andrew Bocking, Vice-President of Meta Advertising, stated: “The advertisers and distributors need fair, unbiased and comprehensive measurements to understand what works and improves. We support the mission of AppsFlyer to provide this service to ecosystems.”
“As a hub for connectors, advertisers and players, we have witnessed the extent to which trust depends on neutral and independent measurements. AppsFlyer is a trusted partner in an evolving digital advertising ecosystem, and we are proud to be able to support infrastructure that strengthens industry transparency and trust.”
According to AppsFlyer: “Each investment is a minority, not controlled and not exclusive. Investors do not receive preferential treatment with respect to AppsFlyer ‘ s API, measuring signals, attribution logic or commercial terms. Clients will continue to control which partners they work with and which data they share with each partner. All investors intend to continue to work with their measurement providers, as well as with AppsFlyer, on the principle that measurement must remain independent and neutral.”
This investment combines shareholder liquidity with new strategic equity participation in the long term. Follow-up may involve more strategic partners in follow-up delivery under the same principle. Transactions are subject to customary delivery conditions, including regulatory authorization.
“Better attribution. Clearer signal. Better ads. Better Internet. An Internet that makes advertising a value-added service that creates safer and more relevant experiences for everyone. That is our vision, and that investment is our way to it. Kaniel says.
