AppsFlyer has announced the signing of a definitive agreement for investments from Moloco, Google, Meta, and Unity. The company said the investment will help accelerate innovation in AI-powered ad measurement, advance cross-platform attribution, and strengthen the foundation for autonomous marketing and agentic workflows.

As artificial intelligence continues to reshape the advertising industry, AppsFlyer said accurate and reliable measurement has become increasingly important. The company noted that trusted signals across platforms and channels enable advertisers, developers, and publishers to make informed decisions, improve performance, and support responsible growth while maintaining trust.

Oren Kaniel, CEO and co-founder of AppsFlyer, said the deal was inspired by the way foundational technologies have evolved over time. He explained that many successful ecosystems were built on trusted and neutral infrastructure that allowed companies to compete independently while benefiting from shared standards.

Kaniel added that measurement is now at a similar turning point. According to him, as AI increasingly influences how advertising is bought and optimized, the industry benefits from signals that are independent, neutral, and not shaped by any single market participant. He described the investment as a commitment to maintaining those principles.

Meanwhile, Sunil Rayan, General Manager of Moloco Ads, said trusted and independent measurement plays an important role in unlocking advertising opportunities across the open internet. He noted that AppsFlyer has built advertiser trust through neutral and unbiased attribution and said the transaction would support continued innovation for the broader industry.

Similarly, Gaurav Bhaya, Vice President and General Manager of Buying, Analytics and Measurement at Google, emphasized the importance of accurate and trusted measurement in supporting a healthy digital ecosystem. He said the investment reflects Google’s commitment to helping advertisers and developers understand campaign impact across platforms and make better business decisions.

Andrew Bocking, Vice President of Ads at Meta, stated that both advertisers and publishers require fair, unbiased, and comprehensive measurement to evaluate performance and improve outcomes. He added that Meta supports AppsFlyer’s mission to deliver these capabilities to the ecosystem.

Felix Thé, Chief AI Officer and Senior Vice President of Product and Technology for Grow at Unity, highlighted the importance of neutral and independent measurement in maintaining trust among developers, advertisers, and players. He said Unity is proud to support infrastructure that enhances transparency and trust across the digital advertising ecosystem.

According to the companies, each investment is minority, non-controlling, and non-exclusive. The investors will not receive preferential treatment regarding AppsFlyer’s APIs, measurement signals, attribution logic, or commercial terms. Customers will continue to control which partners they work with and what data they choose to share.

In addition, all participating investors intend to continue working with multiple measurement providers, including AppsFlyer, reinforcing the principle that measurement should remain independent and neutral.

The investment structure combines shareholder liquidity with long-term strategic equity participation. AppsFlyer also indicated that additional strategic partners may be invited to participate in future investment rounds under the same principles. The transaction remains subject to customary closing conditions, including regulatory approvals.

AppsFlyer currently serves more than 15,000 brands worldwide and has maintained its position as a measurement partner through major platform changes, evolving privacy requirements, and the rapid growth of AI-driven advertising.

Looking ahead, Kaniel reiterated the company’s vision of creating better attribution, stronger signals, and more effective advertising experiences. He said AppsFlyer aims to help build an internet where advertising serves as a value-added service, delivering safer and more relevant experiences while supporting long-term industry growth.

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