AppsFlyer, an Israel-based mobile marketing analytics company, is in advanced talks on a sale at a valuation of about US$1 billion to US$2 billion, according to a report. Goldman Sachs is advising on the process.

The report said AppsFlyer ended talks in March on a deal to sell a roughly 50% to 60% stake to Apollo Global Management, working with Fortissimo Capital, at a US$1.9 billion valuation.

The buyers later sought stronger protections as software company valuations fell.

AppsFlyer sells software that helps marketers measure advertising performance across apps, the web, and connected TV.

Its products include attribution, analytics, deep linking, fraud protection, and privacy-focused data tools. The company said it serves more than 15,000 businesses worldwide.

The company raised US$210 million in January 2020 at a US$1.6 billion valuation.

In June 2024, the company had renewed plans for a possible initial public offering.

Apple’s App Tracking Transparency changes also reshaped the mobile attribution market.

According to AppsFlyer’s description, the policy made user-level targeting and attribution harder because tracking now requires opt-in consent, which many users do not grant.

🔗 Source: Calcalist

Recent AppsFlyer developments