Israeli adtech analytics firm AppsFlyer has secured more than $1 billion in fresh funds from tech titans Google, Meta, Moloco and Unity, as autonomous marketing and agentic workflows reshape digital advertising.

The investment values AppsFlyer at about $2.7 billion, according to sources close to the matter. Each commitment from the four ad platform companies is a strategic minority, non-controlling and non-exclusive investment. The four stakeholders will not receive preferential data access or commercial treatment, AppsFlyer said. The transaction is subject to regulatory approvals.

Founded in 2011 by Israelis Oren Kaniel and Reshef Mann and headquartered in Herzliya, AppsFlyer has built a data software platform used by companies such as Coca-Cola, Nike, eBay and Visa to process, analyze and measure user response data on mobile advertising to help gauge the success of marketing campaigns.

The platform is designed to help app owners and advertisers spot where their top users or clients originate, such as Google web searches or advertisements on social media platforms, including Meta or X.

“AI is changing what advertising is,” said Kaniel. “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.”

“As AI takes over more of the decisions, trusted, independent, unbiased........

© The Times of Israel