Adjust (company)

Adjust (company)
Name	Adjust
Type	Private
Industry	Mobile analytics, Advertising technology
Founded	2012
Founders	Christian Henschel, Paul Müller, Tim Koschella
Headquarters	Berlin, Germany
Area served	Global
Products	Mobile attribution, Analytics, Fraud prevention, Marketing automation

Adjust (company) is a mobile analytics and advertising technology firm founded in 2012 and headquartered in Berlin, Germany. The company provides mobile measurement, attribution, fraud prevention, and marketing analytics solutions for application publishers, advertising networks, and brands. Adjust operates in a competitive landscape that includes analytics firms, adtech platforms, and measurement vendors, and it serves clients across mobile, gaming, e‑commerce, and media sectors.

History

Adjust was founded in 2012 by Christian Henschel, Paul Müller, and Tim Koschella. Early growth followed introductions to the startup ecosystems of Berlin and Silicon Valley, and the firm expanded into markets such as San Francisco, London, and Tokyo. Adjust’s trajectory included partnerships with mobile advertising networks and game developers, growth during the mobile app boom alongside companies like Supercell, King and Zynga, and participation in industry events hosted by organizations such as Mobile World Congress and DMEXCO. The company opened additional offices in regions including New York City, Singapore, and São Paulo to address global demand. Over time Adjust evolved its platform from core attribution to a broader suite of analytics and fraud prevention offerings, aligning with trends influenced by platform changes announced by Apple and Google.

Products and Services

Adjust offers a portfolio of products focused on mobile measurement, optimization, and protection. Its attribution solution ties installs and in‑app events to marketing sources, enabling campaign measurement used by growth teams at companies like Electronic Arts, Nintendo, Spotify, Booking.com, and Uber. The analytics product provides cohort analysis, lifetime value modeling, and dashboards comparable to solutions from Firebase and App Annie (now data.ai). Adjust’s fraud prevention service, often compared to offerings from ThreatMetrix and Sift, Inc., detects attribution fraud, click spam, and SDK spoofing. Additional services include audience segmentation for retargeting campaigns, partner management for advertising networks like Meta Platforms, Inc. and Twitter, Inc. (now X (company)), and automation tools for campaign measurement that integrate with attribution partners such as AdColony, Unity Technologies, and ironSource.

Technology and Data Privacy

Adjust’s platform employs SDKs for mobile platforms such as Android and iOS, server‑side APIs, and integrations with mobile measurement partners. The company has invested in deterministic and probabilistic matching algorithms, attribution windows, and fingerprinting approaches that echo technical debates involving Apple’s App Tracking Transparency and Google’s privacy initiatives. Adjust emphasizes privacy compliance with regulations and standards like the General Data Protection Regulation and has pursued certifications and audits related to data security standards often adopted by firms that handle personal data, similar to measures taken by Microsoft and Amazon Web Services. The company also navigated industry changes driven by platform privacy features, adapting tracking methods, consent frameworks, and event ingestion to accommodate vendor policies from Apple and Google.

Market Position and Partnerships

Adjust competes with measurement and analytics vendors including AppsFlyer, Kochava, Singular, and attribution solutions bundled within Google Analytics and Firebase. The firm built partnerships across the adtech ecosystem with mobile ad networks, demand‑side platforms, and publisher platforms, engaging with entities such as AdMob, Criteo, AppLovin, and The Trade Desk. Adjust also collaborates with cloud and infrastructure providers and integrates with marketing platforms like Braze, Iterable, and Segment to enable data flows between analytics and campaign orchestration systems. The company’s customers span sectors represented by firms including King, Electronic Arts, Zalando, Deezer, and Match Group.

Funding and Ownership

Adjust remained privately held following early seed and venture investments. Investors and financing events placed the company in a category alongside other European adtech startups backed by venture capital firms that focus on technology in Berlin and London. Adjust pursued organic growth and selective funding rounds while navigating consolidation trends in adtech where companies such as AppLovin, Unity Technologies, and IronSource executed acquisitions. Details of specific financing rounds and majority ownership reflect private company disclosures and comparable capital movements in the sector.

Controversies and Regulatory Issues

Adjust has engaged with controversies typical for companies in adtech and mobile measurement, including debates over privacy‑sensitive tracking techniques, the use of fingerprinting, and responses to platform policy changes from Apple and Google. Like peers such as AppsFlyer and Kochava, Adjust faced scrutiny over transparency in attribution, user consent handling, and adherence to regulatory regimes such as the General Data Protection Regulation. The company responded by updating SDKs, enhancing consent tooling, and communicating policy compliance to clients and partners. Adjust’s market role also intersects with broader industry discussions about ad fraud, measurement validity, and regulatory enforcement actions that have involved multiple adtech actors and technology platforms.

Category:Companies established in 2012 Category:Advertising technology companies Category:Companies based in Berlin