Neutrality isn’t a feature. It’s the foundation.

For fifteen years, we have been building AppsFlyer around one simple belief: marketers need trusted, independent, unbiased attribution and measurement. At the beginning, many dismissed it as a feature. We thought it was the foundation. Today, that belief takes its biggest step forward.

I’m excited to share that we’ve signed a definitive agreement for investments from Moloco, Google, Meta, and Unity, to advance independent attribution and measurement for the AI era. Each investment is minority, non-controlling, and non-exclusive. AppsFlyer stays independent. Same team. Same leadership. Same platform. Same commitments. What changes is that we can now move faster toward our vision: enabling better and safer digital experiences for everyone.

This is a defining moment. Not just for AppsFlyer, but for the entire ecosystem that believes in independent, unbiased attribution, the principle we’ve stood for since day one. 

The journey that brought us here

Back in 2011, when mobile apps started growing exponentially, Reshef, Lisa and I noticed a massive gap. The tools and infrastructure built for the web simply didn’t work for mobile. App developers operated blindfolded. “Spray and pray” became the practice. Companies were making decisions without proper attribution data.

We also noticed the conflicting interests across the advertising ecosystem, and what increasingly felt like a wild west.

From day one, we believed that attribution and measurement must be independent, unbiased, and trusted. The industry needed a referee. That belief became the foundation of AppsFlyer.

The journey was not easy. From the chaotic early days of mobile, through economic uncertainty, privacy shifts, and platform changes like iOS 14. Through all of it, we carried the responsibility of helping our customers and the broader ecosystem find a path forward, one where privacy, accurate measurement, and a great user experience could all coexist. Turning challenges into opportunities became a core part of our culture.

We always place our customers and partners ahead of revenue, believing that if we put long-term value first, revenue would follow.

Through it all our purpose stayed simple: help our customers grow, make better decisions, and succeed in the fast-changing digital economy.

Over the years, AppsFlyer became the connective tissue of the industry: the trusted source for attribution and measurement, mission-critical infrastructure that advertisers, developers, platforms, and partners trust to operate in real time. We help businesses measure hundreds of billions of user actions every day. Thousands of the world’s leading brands, over 100,000 marketing professionals, and thousands of partners on our marketplace rely on AppsFlyer as their system of record.

Turning neutrality into structure

As the company matured, and as many of our early employees and investors stayed with us for well over a decade, we started thinking about how to provide liquidity while preserving the independence and neutrality that the ecosystem depends on.

Together with partners who believe what we believe, we created a structure that does both: liquidity for the people who built and backed us, and independence that no longer rests on a promise, but on structure.

What this means in practice is simple. No investor receives preferential treatment in AppsFlyer’s APIs, measurement signals, attribution logic, or commercial terms. Our customers continue to control which partners they work with and the permissions and access they grant each of them, exactly as they do today. AppsFlyer is structurally independent, with backing by investors across the ecosystem. 

All new investors will keep working with other measurement providers, and we will keep working equally with every partner in the ecosystem on the same terms.

Additional strategic partners may be invited to invest under the same principles.

The lesson of shared infrastructure

The structure we built was inspired by the way other technologies have evolved. They were successful because companies could compete independently while relying on trusted neutral infrastructure. That kind of foundation unlocked new waves of growth and innovation while enabling participants to continue competing on their own merits.

Attribution and Measurement are at the same moment. The entire digital advertisement industry benefits from signals that are independent, neutral, and not shaped by any one interested market participant. That is the foundation this structure is built to protect.

Why now

AI is changing what advertising is. The decisions that used to be made by people, what to bid, where to place, who to reach, are increasingly made by machines, at a scale and speed no human could match.

Something bigger is shifting underneath. For most of the last two decades, the hard part was building the product. AI is changing that. When anyone can build, the hard part becomes attention, reaching the right people and knowing what actually works. That puts marketing, and the attribution and measurement beneath it, at the center of how companies grow. We are entering the golden age of advertising, and with it, the golden age of measurement.

And machines are only as good as the data they learn from. Accurate, neutral measurement is what makes the whole system work. As AI takes over more of the decisions, independent attribution and measurement stops being an advantage and becomes the foundation everything else is built on. That is why now.

What changes, and what doesn’t

AppsFlyer is the same company. Same mission. Same culture. Same leadership. Same obsession with our customers and the end users they serve.

Throughout the years, we have relied on a simple principles to guide important decisions:

• Is it good for our customers and their end users?
• Does it make us proud to be part of AppsFlyer?

And in a rapidly changing industry, the things that do not change matter most. We call them our invariants: (i) Customer obsession, (ii) Security and privacy, (iii) Data accuracy, and (iv) Enabling ecosystem innovation. They guided AppsFlyer through every major shift in the ecosystem, and they remain the foundation of everything we build. They are exactly where they have always been.

What changes is the pace. This new structure will allow us to accelerate our vision of the Modern Marketing Cloud: omnichannel measurement across every channel and device, deeper data collaboration, deep linking and rich user experience, and the foundations of autonomous marketing and agentic workflows. The direction is not new. The speed and impact are.

This structure is built for the long term, and so is our ambition. This is a milestone, not a destination. We have always believed AppsFlyer should remain independent and one day stand as a public company, and this investment is a step on that path.

Thank you

Exciting moments like this are the right time to thank the people who made them possible.

• Our customers. You chose AppsFlyer to represent you in this complex ecosystem and trusted us with your most valued asset, your customers’ data. Thank you for recognizing our independent position, and for your feedback, your patience, and your loyalty along the way.
  
• Our customers’ end users. While we do not have a direct relationship, you are our north star in every decision we make. In order to do what is right for our customers, we must first do what is right for you.
  
• Our partners. Thank you for seeing the value in our mission and for taking special care of AppsFlyer’s customers. Thank you for investing in our partnership. The strong relationships and the deep integrations we built together are the foundation of what comes next.
  
• Our investors throughout the years. Magma, Pitango, Eight Roads, Goldman Sachs Growth Equity, Qumra Capital, DTCP, Salesforce Ventures, and General Atlantic. You believed when this was an idea, and you have supported the company through every chapter since.
  
• Moloco, Google, Meta, and Unity. For standing behind our vision and position for everyone’s benefit, and for putting the ecosystem and the people it serves at the center.
  
• The mobile community. The people behind the best tech community in the world. We have spent fifteen years meeting you all over the world, in business reviews, at industry events, at MAMAs, in every market, celebrating the wins together and showing up for each other through the hard parts. Some of those relationships became friendships that have nothing to do with work anymore. Your resilience and your belief in what we are building made every chapter possible, including this one.
  
• Our families and friends. Thank you for letting us dream. Thank you for believing in us. Thank you for the support that none of this happens without.
  
• The AppsFlyer team, past and present. This one is the hardest to put into words. You showed up through every shift this industry threw at us, and made the hard, right call year after year. The all-in attitude. The founder’s mentality. The refusal to compromise on what matters. None of this, none of it, happens without you. I am prouder of this team than of anything we have built.

On a personal note, this is beyond my wildest dreams, and yet it truly feels like day one for the company.

And day one is the right way to feel, because the most exciting chapter is the one in front of us. The shift to AI is the biggest opportunity this industry has ever seen, and attribution and measurement sit at the center of it. We get to build the infrastructure that an entire era of marketing will run on. That is the work ahead, and I cannot wait to do it.

Better attribution. Better signals. Better ads. A better internet, one where advertising is a value-added service that creates safer, more relevant experiences for everyone. That is the vision, and this is how we get there.

Now more than ever, we are only 1% done.