AppsFlyer, an Israel-based mobile attribution and marketing measurement company, has agreed to a financing round of more than US$1 billion backed by Google, Meta, Unity, and adtech firm Moloco, valuing it at US$2.7 billion.

Much of the transaction involved secondary share sales, giving liquidity to existing shareholders while bringing in new long-term investors.

The deal still requires regulatory approval and other customary closing conditions.

AppsFlyer said the new investors will hold minority, non-controlling stakes with no exclusivity or preferential access to its application programming interfaces (APIs), measurement signals, methodologies, or commercial terms.

The company said its software helps marketers measure campaigns across mobile, web, connected TV (CTV), PC, and console, and match app installs and in-app activity to ads and channels.

That role has become more important as privacy changes such as Apple’s App Tracking Transparency (ATT) and Google’s broader tracking restrictions reduced visibility into user-level data, pushing advertisers toward aggregated, privacy-friendly measurement.

AppsFlyer’s last disclosed funding round was a January 2020 series D that raised US$210 million at a US$1.6 billion valuation.

The company said the new valuation is up from US$2 billion in its last funding round in 2020.

🔗 Source: Calcalist

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