AppsFlyer CEO: “We are exploring strategic and financial partnerships” as unicorn launches AI-powered marketing cloud
New platform marks AppsFlyer’s push beyond mobile attribution, introducing omnichannel measurement and AI-powered marketing tools as the company weighs major investment and partnership options.
Unicorn AppsFlyer announced the launch of its Modern Marketing Cloud platform, a comprehensive marketing solution that enables multi-channel measurement, direct attribution between platforms through Deep Linking, secure data sharing between brands and consumers, and AI-driven automation. The goal, the company said, is to help brands make faster, more accurate, AI-based decisions.
Oren Kaniel, CEO and co-founder of AppsFlyer, told Calcalist: “AI is shifting the center of gravity from building and developing products to marketing them, and as a result the company is experiencing tremendous momentum. We haven’t raised capital in six years, and in recent years we’ve been profitable. To take advantage of this momentum, we are exploring collaborations with both strategic and financial partners.” Kaniel was referring to recent rumors about the company’s intention to bring in a significant investor or potentially sell part or all of the company.
Calcalist reported in recent months that AppsFlyer hired Goldman Sachs to examine a possible sale or a large investment round. According to estimates, potential buyers for a deal valued at more than $2 billion include Israel’s Fortissimo fund and the U.S.-based Apollo. While these funds typically acquire full control, it is possible that only some long-time shareholders, who have been with the company for 16 years, may sell their stakes rather than the company being sold outright. AppsFlyer previously considered going public, but the plan fell through due to market conditions and the need for significant technological investment.
Kaniel said the company’s future lies far beyond mobile attribution, citing the growing importance of omnichannel measurement and generative AI. “Today we only measure apps, which is about 10% of the advertising market. The omnichannel market is ten times larger. And with everything happening in AI, especially in marketing, we want to focus on what AI makes possible.”
“Most advertising budgets still lack real measurement of how people move across multiple channels at the same time,” he added. “Companies still don’t know where customers actually come from. Whenever an app is installed, the question is why, and usually no one has a real answer. There’s enormous potential in measurement, because it not only provides transparency but also enables better decisions.”
“AI needs data, and we need to connect everything. Once we have unified data across all devices and channels, AI can generate meaningful insights. We expect a flood of new consumer products, all competing for the same user attention. As engineering costs fall, more resources will shift into advertising, and we believe ad spending will rise significantly in the coming years.”
Among the new products launched by AppsFlyer are AI systems that help marketers create AI agents, identify traffic sources, track user journeys across platforms, from mobile to smart TVs, and share data securely with business partners while maintaining privacy. The new tools combine advanced data infrastructure with support for leading models such as ChatGPT and Claude, enabling the creation of customized AI agents for managing marketing operations.
The company is also launching an enterprise security package featuring Zero-Trust-based permissions and access management, a new real-time behavioral measurement model to prevent advertising fraud, AI-generated reporting, and a creative management hub designed to accelerate campaign creation and distribution.
