Google, Meta, Unity and Moloco back AppsFlyer in $1B round

AppsFlyer announced a $1 billion-plus Series E from Moloco, Google, Meta ↗0.47%, and Unity, valuing the firm at $2.7 billion.appsflyer
Each stake is minority and non-controlling, ensuring no investor gets preferential access to AppsFlyer’s attribution data or APIs, according to the company.appsflyer
The deal follows a collapsed sale to Apollo and Fortissimo earlier this year, with the capital earmarked for AI-powered ad measurement tools.appsflyer

AppsFlyer Raises $1 Billion From Google, Meta, Unity, and Moloco in Rare Industry Alliance

Mobile marketing analytics firm AppsFlyer has secured more than $1 billion in a Series E funding round from four of the world’s largest advertising platforms — Google, Meta, Unity, and Moloco — reaching a post-money valuation of $2.7 billion.crunchbase

The deal, announced on Monday, represents an unusual alliance among fierce competitors who collectively chose to back the same independent measurement provider rather than risk its acquisition by a party that might compromise its neutrality.mobiledevmemo

A Utility Too Important to Lose

The investment combines shareholder liquidity with new strategic equity participation, allowing AppsFlyer’s earlier investors to cash out while preserving the company’s independence. Each investment is minority, non-controlling, and non-exclusive, with no investor receiving preferential treatment in AppsFlyer’s APIs, attribution logic, or commercial terms.appsflyer

“This deal was inspired by the way other technologies have evolved,” said Oren Kaniel, AppsFlyer’s CEO and co-founder. “As AI takes over more of how advertising is bought and optimized, the entire digital advertisement industry benefits from signals that are independent, neutral and not shaped by any one interested market participant.”appsflyer

The round comes after a turbulent stretch for AppsFlyer. Bloomberg reported in June 2024 that the company had recruited banks for a potential IPO. By March 2026, advanced talks to sell the company to Apollo and Fortissimo at a $1.9 billion valuation had collapsed, according to the Israeli outlet Calcalist.mobiledevmemo

Defensive Neutrality

Industry analyst Eric Seufert characterized the transaction as “defensive neutrality,” arguing that AppsFlyer — which is profitable on roughly $500 million in annual recurring revenue and serves more than 15,000 brands worldwide — functions as indispensable shared infrastructure for mobile advertising.appsflyer

“Trusted, independent measurement is an important component of unlocking ad opportunity on the open Internet,” said Sunil Rayan, General Manager of Moloco Ads. “This transaction allows them to continue to grow and innovate in ways that benefit the industry as a whole.”appsflyer

What Comes Next

AppsFlyer said the capital will fund AI-powered ad measurement, cross-platform attribution, and tools for autonomous marketing and agentic workflows. Additional strategic partners may be invited to invest in subsequent closings under the same terms. The transaction remains subject to customary closing conditions, including regulatory approvals.appsflyer

Goldman Sachs served as exclusive financial advisor to AppsFlyer, while JPMorgan advised the investor group.appsflyer