AppsFlyer said it has signed a definitive agreement for minority investments from Moloco, Google, Meta and Unity, in a more than $1 billion financing round aimed at expanding the company’s independent advertising measurement tools as artificial intelligence reshapes the digital ad market.
The company said the investments would help it accelerate development of AI-powered ad measurement, improve cross-platform attribution and build infrastructure for autonomous marketing and agentic workflows. Financial terms were not disclosed by the company but were widely reported.
AppsFlyer founders
AppsFlyer, which provides measurement and attribution services for advertisers, developers and publishers, said each investment is minority, non-controlling and non-exclusive. The investors will not receive preferential treatment regarding AppsFlyer’s APIs, measurement signals, attribution logic or commercial terms, the company said.
Customers will continue to decide which partners they work with and what data they share with each of them. AppsFlyer also said the investors intend to continue working with other measurement providers in addition to AppsFlyer.
“As AI takes over more of how advertising is bought and optimized, the entire digital advertisement industry benefits from signals that are independent, neutral and not shaped by any one interested market participant,” AppsFlyer CEO and co-founder Oren Kaniel said. “This investment is a commitment to that principle.”
The investment combines shareholder liquidity with new long-term strategic equity participation, AppsFlyer said. Additional strategic partners may be invited to join later closings under the same terms. The transaction remains subject to customary closing conditions, including regulatory approvals.
Moloco, Google, Meta and Unity said in statements that the deal reflects the importance of neutral measurement in a digital advertising market increasingly driven by AI and automated decision-making.
“Trusted, independent measurement is an important component of unlocking ad opportunity on the open Internet,” said Sunil Rayan, general manager of Moloco Ads. “AppsFlyer has earned advertiser trust by delivering neutral and unbiased attribution.”
Gaurav Bhaya, Google’s vice president and general manager of buying, analytics and measurement, said “accurate, trusted measurement is foundational to a healthy digital ecosystem.”
“This investment reflects our ongoing commitment to measurement that helps advertisers and developers understand the real impact of their campaigns across every platform and make better decisions to grow their businesses,” he said.
Meta Ads Vice President Andrew Bocking said advertisers and publishers need “fair, unbiased and comprehensive measurement to understand what works and to improve it.”
Felix Thé, Unity’s chief AI officer and senior vice president of product and technology for Grow, said neutral measurement was critical to trust across the digital advertising ecosystem.
AppsFlyer said it works with more than 15,000 brands worldwide and has continued to operate through major shifts in platform policy, privacy standards and AI-driven advertising.