AppsFlyer secures $1B investment as Google, Meta, Unity and Moloco take minority stakes

AppsFlyer has raised more than $1 billion in a new funding round supported by Google, Meta, Unity, and Moloco, marking one of the largest recent investments in the mobile advertising and measurement industry. The deal values the company at approximately $2.7 billion and introduces several major industry players as minority shareholders.

The investment arrives at a time when artificial intelligence is reshaping digital advertising, increasing demand for measurement tools that can help marketers evaluate performance across a growing number of channels, devices, and platforms. AppsFlyer said the new capital will support the development of AI-focused products, attribution technologies, and infrastructure designed for increasingly automated marketing environments.

Unlike traditional strategic investments that may involve commercial partnerships or exclusive agreements, AppsFlyer stated that the transaction does not grant investors special access to its data, technology, or measurement systems. The company emphasized that it will continue operating as an independent platform serving advertisers, publishers, and developers across the broader ecosystem.

The funding round also includes a significant secondary component, enabling existing shareholders to sell part of their holdings while bringing new investors onto the company’s cap table. The transaction is expected to close following customary regulatory approvals.

Founded in 2011, AppsFlyer has built its business around mobile attribution, analytics, deep linking, and privacy-focused measurement solutions. Over the years, the company has expanded beyond mobile to support web, connected TV, and cross-platform marketing environments as advertisers seek more comprehensive visibility into campaign performance.

The latest investment reflects broader shifts taking place across the advertising industry. As privacy regulations, platform changes, and AI-powered automation continue to transform digital marketing, companies are increasingly relying on independent measurement providers to validate performance and optimize spending decisions.

With fresh capital and a new group of strategic investors, AppsFlyer is expected to accelerate product development and strengthen its position in a market where accurate attribution and data-driven decision-making remain critical for advertisers navigating an increasingly complex digital landscape.