Israeli mobile attribution company AppsFlyer has raised more than $1 billion in a financing round valued at $2.7 billion. The deal is mainly secondary, so most of the money will go to existing shareholders rather than into the company, and it includes new strategic equity participation from Google, Meta, Unity and the adtech company Moloco.
AppsFlyer said the structure combines liquidity for shareholders with long-term strategic investment, and that additional strategic partners may be invited in later closings under the same terms. Completion remains subject to customary closing conditions, including required regulatory approvals. The company said the new capital will help speed up AI-based advertising measurement innovation, cross-platform attribution and measurement, and the development of infrastructure for autonomous marketing and AI-agent workflows.
Among the investors already in the company are General Atlantic, which is the largest institutional shareholder with an estimated 15% to 20% stake, Goldman Sachs, Salesforce’s investment arm, Pitango, Magma, Comerica Capital, DTC, and Fidelity funds. AppsFlyer said many of these funds have already sold a significant portion of their holdings, and some have exited entirely. CEO and cofounder Oren Kaniel said the deal was inspired by other technology ecosystems that grew around neutral infrastructure, arguing that measurement now faces the same shift as AI takes a larger role in ad buying and optimization.
AppsFlyer emphasized that the new investments are minority stakes only, with no control rights, exclusivity or preferential access to its APIs, measurement signals, logic or commercial terms. The company, founded in 2011 by Kaniel and CTO Reshef Mann, says it serves more than 15,000 brands worldwide, generates about $500 million in annual recurring revenue, is profitable and cash-flow positive, and employs about 1,300 people after cutting roughly 7% of staff last year. It had previously explored an IPO at a $4 billion to $5 billion valuation and later held sale talks, including discussions last year at $3.5 billion to $4.5 billion and, more recently, at $1 billion to $2 billion. The new deal may reduce the need for a near-term sale and allow AppsFlyer to remain independent.
