Tech

Salesforce invests in AppsFlyer

Salesforce Ventures, Marketing Software Technology Giant Salesforce.com Investment Division Co., Ltd.

Is AppsFlyer Ltd, an analytics company that helps marketers, app developers and others evaluate the performance of their advertising campaigns. We are investing money in.

According to the company, the new investment was a late entry into Series D funding announced by AppsFlyer in January, increasing the size of the round from $ 210 million to over $ 225 million. .. The software company is currently valued at $ 1.6 billion to $ 2 billion in January.

Founded in Israel, AppsFlyer is best known for its mobile analytics tools. Mobile analytics tools provide information on how different types of advertising campaigns and content can drive behavior such as visiting websites, installing apps, and buying something.

The company’s tools value $ 28 billion in advertising spending annually, the company said. In addition, app developers can integrate advertising and marketing technologies from over 8,000 other providers, including Facebook Inc. and Alphabet. Of a corporation

Google, Adobe Co., Ltd.

And Salesforce.

AppsFlyer said the business grew as marketers tried to understand how marketers saw ads and then acted on them. This is known in the industry as “attribution”. “Attribution is a must,” said Oren Kaniel, co-founder and chief executive officer of the company.

AppsFlyer has also developed tools for marketers to measure performance while navigating new privacy regulations and decisions made by leading tech companies such as Apple. Co., Ltd.

He said to limit consumer tracking.

“We’ve been looking at providing software that gives app developers and marketers the kind of insights they can benefit from while protecting the privacy of their end users,” Kaniel said. I will.

He added that the company was “almost bankrupt.”

AppsFlyer uses some of the latest funding to develop new products faster. According to Kaniel, it also aims to increase the number of 1,000 employees by about one-third.

Since its founding in 2011, AppsFlyer has raised more than $ 300 million from investors such as General Atlantic, Qumra Capital, Goldman Sachs Private Capital Investing, Deutsche Telekom Capital Partners and Magma Venture Partners.

Write to Sahil Patel (sahil.patel@wsj.com)

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Salesforce invests in AppsFlyer

Source link Salesforce invests in AppsFlyer

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