AppsFlyer raises over $1 billion in secondary-led deal at $2.7 billion valuation

Israeli ad-tech company AppsFlyer has raised more than $1 billion at a $2.7 billion valuation, in a transaction that is mainly secondary, meaning most of the money will go to existing shareholders rather than into the company. The round includes Google, Meta, Unity and the international ad-tech company Moloco.

AppsFlyer said the deal combines liquidity for shareholders with new strategic equity participation over the long term, and that additional strategic partners may be invited in future closings on the same terms. The transaction still needs standard closing conditions, including required regulatory approvals. The company said the money will help speed up AI-based advertising measurement, cross-platform attribution and measurement, and its broader move toward autonomous marketing and AI-agent workflows.

Moloco, one of the notable new investors, was founded in 2013 in Silicon Valley by former Google employees and develops machine-learning-based digital advertising tools, including DSP products and retail media capabilities. AppsFlyer said the new investors will be minority shareholders only, with no control rights or exclusivity, and they will not get preferential access to AppsFlyer APIs, measurement signals or commercial terms.

CEO and co-founder Oren Kaniel said the deal was inspired by how other tech ecosystems evolved and argued that measurement must remain independent and neutral as AI takes a larger role in ad buying and optimization. AppsFlyer said it serves more than 15,000 brands worldwide, remains profitable with positive cash flow, has annual recurring revenue of about $500 million and employs about 1,300 people. The company, founded in 2011 by Kaniel and CTO Reshef Mann, had previously explored an IPO and sale options, including talks last year and renewed sale discussions reported last week. The new financing may reduce near-term pressure to sell and allow AppsFlyer to remain independent.