The investments will help advance the accuracy, richness, and reach of measurement that advertisers, publishers, and developers value – built to serve the entire ecosystem and operate independently.
AppsFlyer 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.
Oren Kaniel, CEO and co-founder of AppsFlyer, said:
“This deal was inspired by the way other technologies have evolved. They were successful because companies could compete independently while relying on a 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 optimized, the entire digital advertisement industry benefits from signals that are independent, neutral, and not shaped by any one interested market participant. This investment is a commitment to that principle.”
Sunil Rayan, General Manager, Moloco Ads, said:
“Trusted, independent measurement is an important component of unlocking ad opportunity on the open Internet. 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.”
Gaurav Bhaya, Google’s VP and GM of Buying, Analytics and Measurement, said:
“Accurate, trusted measurement is foundational to a healthy digital ecosystem. 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.”
Andrew Bocking, VP, Ads of Meta said:
“Both advertisers and publishers need fair, unbiased, and comprehensive measurement to understand what works and to improve it. We support AppsFlyer’s mission to deliver this to the ecosystem.”
Felix Thé, Chief AI Officer and Senior Vice President of Product and Technology for Grow at Unity, said:
“Positioned at the intersection of developers, advertisers, and players, we see first-hand how much trust depends on neutral, independent measurement. 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.”
The investment structure ensures that all participating investors will hold minority, non-controlling, and non-exclusive stakes in AppsFlyer. As part of the agreement, investors will not receive preferential access to AppsFlyer’s APIs, measurement signals, attribution systems, or commercial terms. Customers will retain full control over their choice of partners and the data they share with them.
AppsFlyer stated that all investors remain committed to working with multiple measurement providers alongside the company, reinforcing the principle that mobile measurement should remain independent and neutral.
The transaction combines liquidity for existing shareholders with long-term strategic equity participation from the new investors. AppsFlyer also noted that additional strategic partners may join future investment rounds under the same framework. The deal remains subject to customary closing conditions, including regulatory approvals.
