AppsFlyer Raises $7.1M To Keep Mobile Ad Attribution Honest

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AppsFlyer, a mobile app measurement, attribution and analytics SaaS startup, has raised a $7.1million A Round from Pitango Venture Capital and from current investor Magma Venture Partners. The funding will be used on R&D, product, business development and customer support. It will also open two new offices in New York City and San Francisco. The company claims it is now profitable.

The startup has a service allowing app developers, brands and agencies to measure mobile user acquisition across all media sources including paid, organic, viral and social. In plain English, this can be used to by an app publisher to work out which networks they are getting their best responses from.

It’s platform is integrated with more than 300 ad-networks and media sources, and the company is a Facebook Mobile Measurement Partner. It clams to be monitoring mobile campaigns at an annual run rate of $500M in mobile ad spend and a run rate of one billion mobile app installs annually.

CEO & co-founder Oren Kaniel makes a lot of its independence. “AppsFlyer is an unbiased, independent measurement platform,” he says. Eitan Bek, General Partner at Pitango think AppsFlyer is “well positioned to transform the mobile advertising market.” Well, he invested.

Of it’s main direct competitors Ad-x was acquired by Criteo. But since Criteo’s business is also to sell media, one could rightly ask if it has an independent take on the market. Meanwhile, HasOffers is no longer on the Facebook Mobile Measurement Partners program. Kochava is also a player, but relatively small in limited in reach and capabilities.

While there are Ad-networks/DSPs that provide ad tracking capabilities: Apsalar, Flurry, Inmobi, Fiksu, they do not compete with AppsFlyer directly.