Appsflyer

Appsflyer
Name	Appsflyer
Type	Private
Founded	2011
Founders	Omri Moran, Oren Kaniel, Reshef Mann
Headquarters	San Francisco, California
Key people	Oren Kaniel (CEO)
Industry	Mobile analytics, Attribution
Products	Attribution platform, Marketing analytics

Contents

Overview
History
Products and Services
Business Model and Partnerships
Privacy, Security, and Compliance
Reception and Criticism
See also

Appsflyer Appsflyer is a mobile attribution and marketing analytics company providing measurement and optimization tools for mobile advertisers, publishers, and analytics teams. The company operates in the global technology and advertising ecosystems, interacting with platforms, ad networks, and data providers across Asia, Europe, North America, and the Middle East. Appsflyer’s services integrate with major operating systems, cloud providers, and digital advertising platforms to attribute installs, track in-app events, and support campaign measurement.

Overview

Appsflyer operates within the mobile advertising and analytics landscape alongside companies and platforms such as Google, Apple, Facebook, Amazon (company), Microsoft, Adobe Inc., Oracle Corporation, Twitter, Snap Inc., TikTok, Alibaba Group, Tencent, Samsung Electronics, Huawei, Xiaomi, Sony, LG Electronics, Uber Technologies, Airbnb, eBay, PayPal, Stripe (company), Spotify, Netflix, Distribution of software , Intel, NVIDIA, Qualcomm, ARM Holdings, SAP SE, Salesforce, LinkedIn, Pinterest, Reddit, Twitch (service), YouTube, Wikipedia, Dropbox, Box (company), Slack Technologies, Atlassian, Zendesk, Shopify, Squarespace, Wix.com, Vimeo, SoundCloud, GitHub, GitLab, Bitbucket, Heroku, DigitalOcean, Cloudflare, Fastly, Akamai Technologies, Zoom Video Communications, Cisco Systems, Oracle Corporation. (Links above provide context to Appsflyer’s integration points with cloud, platform, and advertising ecosystems.)

History

Appsflyer was founded in 2011 by entrepreneurs with experience in mobile and advertising technology, launching during the rapid expansion of mobile ecosystems shaped by companies such as Apple, Google, Samsung Electronics, Nokia, BlackBerry Limited, HTC Corporation, Motorola Mobility, Sony, LG Electronics, Microsoft, Amazon (company), Facebook, Twitter, and Google Play. Early funding rounds and growth occurred amid investment activity from firms like Sequoia Capital, Accel Partners, Kleiner Perkins, Benchmark (venture capital firm), Index Ventures, Andreessen Horowitz, Greylock Partners, Bessemer Venture Partners, Insight Partners, Lightspeed Venture Partners, NEA (New Enterprise Associates), Battery Ventures, Union Square Ventures, Foundry Group, GV (company), and SoftBank. Appsflyer expanded internationally with offices and teams engaging markets in United States, Israel, United Kingdom, Germany, France, Spain, Italy, India, China, Japan, South Korea, Australia, Brazil, Mexico, Argentina, South Africa, United Arab Emirates, Saudi Arabia, Turkey, and Russia. Throughout its history, Appsflyer navigated regulatory and platform changes driven by initiatives and rulings involving European Union, General Data Protection Regulation, California Consumer Privacy Act, Apple WWDC, Google I/O, and industry shifts tied to companies like Facebook (Meta Platforms), Meta Platforms, Inc., Snap Inc., TikTok, and LinkedIn.

Products and Services

Appsflyer provides an attribution platform and related services integrating with advertising and measurement partners such as Google Ads, Facebook Ads, Meta Platforms, Inc., Apple Search Ads, TikTok Ads, Snapchat (app), Twitter Ads, Pinterest Ads, LinkedIn Ads, Amazon Advertising, Unity Technologies, AdColony, Vungle, IronSource, Chartboost, AdMob, MoPub, SMAATO, Criteo, The Trade Desk, PubMatic, Magnite (company), AppLovin, Adjust (company), Branch Metrics, Kochava, Singular (company), Adobe Advertising Cloud, Oracle Data Cloud, LiveRamp, DataDog, Mixpanel', Amplitude (analytics), Flurry, Firebase, Segment (company), Braze, Leanplum, OneSignal, Airship (company), Optimizely, Vungle, Chartboost. Core offerings include install attribution, in-app event tracking, cohort analysis, fraud prevention, deep linking, SDKs for iOS, Android (operating system), and integrations with cloud providers like Amazon Web Services, Google Cloud Platform, and Microsoft Azure.

Business Model and Partnerships

Appsflyer’s business model relies on commercial relationships with advertisers, publishers, ad networks, and technology partners including Google, Apple, Facebook, Amazon (company), Microsoft, Adobe Inc., Oracle Corporation, SAP SE, Salesforce, Unity Technologies, Tencent, Alibaba Group, Bytedance, IronSource, AppLovin, Chartboost, Vungle, AdColony, The Trade Desk, PubMatic, Magnite (company), Criteo, LiveRamp, Segment (company), Braze, Amplitude (analytics), Mixpanel', Flurry, Firebase, Adjust (company), Branch Metrics, Kochava, Singular (company), Apple Search Ads, Google Ads. Revenue streams include subscription fees, usage-based pricing, and enterprise contracts. Strategic partnerships and integrations often mirror alliances observed among companies such as Sequoia Capital, Accel Partners, Andreessen Horowitz, Insight Partners, and SoftBank.

Privacy, Security, and Compliance

Appsflyer operates in a landscape shaped by privacy and regulatory frameworks involving European Union, United States Department of Justice, Office of the Privacy Commissioner of Canada, Information Commissioner's Office, General Data Protection Regulation, California Consumer Privacy Act, Children's Online Privacy Protection Act, Health Insurance Portability and Accountability Act, and events like Apple WWDC and Google I/O that introduced platform-level privacy changes. Appsflyer’s platform addresses fraud mitigation and security concerns related to actors and services in the ad ecosystem, including interplay with companies such as WhiteOps (now HUMAN Security), Integral Ad Science, DoubleVerify, Forensiq, Pixalate, Ziff Davis, Nielsen Holdings, and Comscore.

Reception and Criticism

Industry reporting and commentary around Appsflyer appear alongside coverage of companies and regulators including TechCrunch, The Wall Street Journal, The New York Times, The Financial Times, Forbes, Bloomberg L.P., Recode (website), Wired (magazine), VentureBeat, CNBC, BBC News, The Guardian, Reuters, Associated Press, Axios, Business Insider, ZDNet, The Verge, Ars Technica, Fast Company, Hacker News, Stack Overflow, and Reddit. Criticisms in the mobile attribution space reference debates involving Apple, Google, Facebook (Meta Platforms), TikTok, Snap Inc., and regulatory initiatives like General Data Protection Regulation and California Consumer Privacy Act, with scrutiny over attribution accuracy, data sharing, and privacy trade-offs raised by advertisers, publishers, and privacy advocates, including organizations such as Electronic Frontier Foundation, Center for Democracy & Technology, Privacy International, and Access Now.