This Israeli adtech startup just raised $56m to grab Asia’s mobile marketing opportunity

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When writing about startups, it’s hard to get readers excited with terms like “mobile attribution” and “marketing analytics” – it’s not as sexy as “artificial intelligence” and “self-driving cars.” Yet here’s AppsFlyer, a marketing analytics startup that specializes in extracting insights from mobile app installs and usage, bagging US$56 million for its series C round.

This brings its total funding to US$84 million.

The funding comes from Qumra Capital, Goldman Sachs Private Capital Investing, Deutsche Telekom Capital Partners, and Pitango Growth.

China will be a big focus for the company.

AppsFlyer’s tools are integrated into most popular mobile apps and systems to monitor their use. This helps marketers target their campaigns with greater accuracy and measure their effectiveness and the return on their investment.

The startup can track, for example, how many new users installed an app driven by a particular ad campaign or what the revenue from a specific campaign was. It also uses its data to provide insights into certain industries like mobile gaming.

Israel-headquartered AppsFlyer has offices in 12 countries and claims its tech can be found in 98 percent of the world’s smartphones. Its partners include names like Google, Twitter, Facebook, Alibaba, Pinterest, Adobe, IBM, Go-Jek, and Tokopedia. The startup says it has over 10,000 marketer clients.

Asia is mobile

The company will use the funding to expand its products and its partnerships in Asia-Pacific, says Ronen Mense, VP of Asia. “Users in Asia already spend more on in-app purchases than in any other region, and we will build on this momentum,” he explains.

China will be a big focus for the company, he adds. The startup will use its partnerships with companies like Tencent and Baidu to explore that market further.

This also means hiring more people in China and Southeast Asia and opening a new office in Indonesia. Some acquisitions might be in the cards too.

AppsFlyer operates in a crowded market where several companies try to keep track of your mobile usage in a number of different ways to provide marketing insights. Examples include Adjust, Tune, App Annie, and Appier.

Existing investors Magma Venture Partners, Pitango Venture Capital, and Eight Roads Ventures also participated in the series C.