Israel is fast becoming a major source of innovations, investments, and acquisitions in marketing technology. Leading mobile attribution and marketing analytics platform is in the news after it announced a $56 million funding round. The 6-year-old company based in Tel Aviv, has some pretty big achievements under it’s belt – it is found in 98% of mobile devices globally! AppsFlyer is steadily inching towards turning into a Unicorn and its easy to see why.
The biggest investment AppsFlyer has acquired so far, this Series C funding round was led by Qumra Capital, Goldman Sachs, Pitango Growth, Deutsche Telekom Capital Partners as well as the existing investors. In January 2015, it raised $20 million in Series B. The company has so far raised $83.1 million in 4 rounds of investments since its inception in April 2011.
According to projections based on reliable sources, online marketing will touch $1 trillion in 2017, with Mobile marketing driving a chunk of that revenue. Marketers across industries want to leverage mobile as a customer-centric platform, and drive personalized engagement through mobile campaigns. However, the share of marketers using analytics for mobile advertising and marketing remains small compared to other marketing segments – email, native ads, and print. AppsFlyer intends to change all that with its cutting-edge attribution tools, built exclusively for marketers who may not have used them previously.
CEO Oren Kaniel said, “The investment has allowed us to “think big”. I am not worried about revenue. I am worried about the value it brings. We have lot of work to do. We will continue to innovate, and we will continue to invest not only in our products but also on people. This investment is not the target; it’s the tool.”
With over 2000 partners and 10,000 advertisers working with AppsFlyer, the company has cemented its position as the “Attribution Authority”, and claims it has added quality, accuracy, and transparency to every aspect of mobile attribution and marketing analytics. In 2016 they measured over $6 billion in mobile ad spend and more than 80% of mobile attribution users pick AppsFlyer for its series of user-friendly innovations and integrations. Kaniel stressed on the responsibility of taking a unbiased, independent stand on issues like ad-blocking and ad-fraud, that comes with Appsflyer’s leadership position in marketing attribution.
The Israeli mobile marketing tech-innovator highlighted its innovations and recent new offerings. In December 2016, AppsFlyer released its Ad Revenue Attribution solution, the first-to-market attribution solution, enabling marketers to study customer’s entire in-ap journey. It’s tech stack includes innovative products like One Link and Universal Uninstall Attribution. Stating their commitment to protect mobile app user data, AppsFlyer also unvieled a fraud-protection and insight technology – DeviceRank.
The latest round of funding will provide the company with the ability to increase its workforce and expand globally, especially in Asia. The company said in a blog post that they plan to invest in “broader measurement capabilities and deeper, AI-driven insights and sophisticated analytics.” AppsFlyer will also push its ambitions in keeping the platform open for 3rd party developers and acquiring other companies to boost its market value in coming months.