How AppsFlyer Empowers Marketers To Grow Their Business

By Annie Baker ● February 8, 2020
  • AppsFlyer is a global attribution leader that is known for empowering marketers to grow their business and innovate through the use of comprehensive measurement and analytics solutions. This is how the company works.

AppsFlyer is a global attribution leader that is known for empowering marketers to grow their business and innovate through the use of comprehensive measurement and analytics solutions. Recently, the company raised $210 million in Series D funding led by General Atlantic.

Existing investors Qumra Capital, Goldman Sachs Growth, DTCP (Deutsche Telekom Capital Partners), Pitango Venture Capital, and Magma Venture Partners also joined the round.

General Atlantic managing director Alex Crisses and Co-President and Global Head of Technology Anton Levy joined AppsFlyer’s Board of Directors in conjunction with the funding round.

As a market leader, we are proud and humbled to know that AppsFlyer’s platform is used daily by many marketing teams around the world, said AppsFlyer CEO and co-founder Oren Kaniel. We take this responsibility very seriously. This new round enables us to double down on our mission to empower marketers with the tools needed to catapult their success and make accurate, better-informed, strategic decisions, as well as help drive innovation and transparency across our industry.

This funding round comes 3 years after AppsFlyer’s Series C funding round. Including this round, the company has raised a total of $294 million.

We are excited to partner with a company that has an experienced team and a culture focused on the customer, added General Atlantic managing director Alex Crisses. Attribution is becoming the core of the marketing tech stack, and AppsFlyer has established itself as a leader in this fast-growing category. AppsFlyer’s commitment to being independent, unbiased, and representing the marketer’s interests has garnered the trust of many of the world’s leading brands, and we see significant potential to capture additional opportunity in the market.

Since AppsFlyer last raised a round of funding, the team grew 4x to 850 employees across 18 global offices. And the company also saw 5x in annual recurring revenue (ARR) exceeding $150 million last year. This follows a five-year growth in ARR from $1 million to $100 million.

At General Atlantic, we partner with transformative companies that drive success, innovation, and value, and we view AppsFlyer as a disruptor in its market, explained Levy. AppsFlyer’s scale enables it to provide accurate attribution data and ad-fraud protection, saving millions for advertisers. At the same time, the company has the end-user in mind every step of the way. As data privacy becomes one of the primary concerns facing brands, we are energized to partner with a technology leader that has a mindset of privacy by design and security first.

AppsFlyer works with over 12,000 customers, including brands like eBay, HBO, Tencent, NBC Universal, Minecraft, US Bank, Macy’s, and Nike. And the company is connected to an ecosystem of more than 5,000 partners, including Facebook, Google, Apple, Twitter, Salesforce, Oracle, and Adobe. Last year, these customers made $28 billion worth of decisions using AppsFlyer’s technology.

The natural progression for us is to maintain an open platform for partners and third-party developers, allowing them to add their own custom solutions on top of ours. This will enable brands to innovate in ways that are almost unimaginable today. We’re thrilled to have General Atlantic’s support on our journey towards democratizing marketing, noted Kaniel.