After Apollo’s planned acquisition collapsed, the Herzliya-based Israeli ad-tech company AppsFlyer is turning to a surprise financing round of about $1.3 billion that values it at $2.7 billion. The round is being led by Moloco, and includes Google, Meta and Unity. Most of the money will be used to buy about 48% of the company from existing shareholders, including Pitango, Kumara, General Atlantic and other investors, as well as from employees.
AppsFlyer confirmed the fundraising but would not discuss its size or valuation. The company briefed employees at a meeting on Monday afternoon after weeks of rumors about its future. Based on the structure of the deal, holders of shares among its 1,300 employees, including about 700 in the Herzliya development center, may receive partial liquidity worth millions of dollars each.
The valuation is above the roughly $2 billion price tag in the acquisition deal Apollo and Fortissimo had explored earlier this year, and also above the $2 billion valuation from AppsFlyer’s last financing round six years ago, when it raised $225 million. The company, which has been operating for 14 years and has raised more than $300 million in total, is profitable and generates about $500 million in annual revenue. It had considered an IPO in New York last year, but abandoned that plan because its estimated annual growth rate of 10% to 15% was considered too low.
AppsFlyer said the new investment is meant to support cross-platform attribution and measurement and help build infrastructure for autonomous marketing and AI-agent workflows. CEO Oren Kaniel wrote that the agreement with Moloco, Google, Meta and Unity preserves the company’s independence because each investment is a minority stake, with no control and no exclusivity. He also said the structure will speed innovation and help advance “better and safer digital experiences for everyone.”
Goldman Sachs was AppsFlyer’s exclusive financial adviser, and Meitar and Latham & Watkins were its legal advisers. Completion of the transaction is subject to customary closing conditions, including regulatory approval.
