AppsFlyer is an Israeli data broker headquartered in San Francisco, California. It was founded in 2011 by Oren Kaniel and Reshef Mann.
The company was involved in a 2025 NOYB lawsuit as the data broker serving TikTok, and accused of illegally transferring user's private information.
History
AppsFlyer was founded in Israel in 2011 by Oren Kaniel and Reshef Mann. In February 2018, AppsFlyer opened its United States headquarters in San Francisco. In May, AppsFlyer acquired the development team Yodas. In November 2023, AppsFlyer acquired Devtodev, a gaming and app analytics firm. In December 2023, it acquired oolo, an AI-based user acquisition and monetisation platform.
In 2020, it raised $210 million at a valuation of $1.4 billion. The same year later it was valued at $2 billion. In 2026, the valuation rose to $2.7 billion. A potential IPO was called off the same year earlier after one of its early investors, Apollo Global Management, sought to introduce new conditions associated with the sale.
Products
AppsFlyer's platform allows enables app developers and marketers to track advertising campaigns across multiple networks and sources. The platform was part of Microsoft's accelerator program.
AppsFlyer provides both public and private personal data for sale as a subscription-based service, a business model asserted by the company as "software as a service (SaaS)". These data can be used for targeted marketing.
Operations
As of 2026, the company had approximately 1,500 employees, and more than 20 offices worldwide, located in cities such as San Francisco, New York, London, Berlin, Kyiv, Bengaluru, and Tokyo. The company laid off 100 of its staff in 2025.
The company is subject to an 2025 lawsuit from NOYB for violating European Union users' data privacy rights. TikTok was accused of unlawfully tracking its users' private shopping preferences was claimed to have facilitated unauthorized data transfers, and did not have legal grounds to share user data with TikTok.
In March 2026, malware was found in AppsFlyer's software development kit that replaced Bitcoin wallet addresses.
Recognition
In 2019, AppsFlyer was named Best Analytics and Data Tool at the Pocket Gamer Mobile Games Awards.
In 2023, AppsFlyer received recognition from Frost & Sullivan for competitive strategy in the Asia-Pacific region, the Ventana Research Digital Innovation Award for its Data Clean Room, and the AWS Partner of the Year award for its collaboration on a digital preservation project related to Auschwitz-Birkenau.
AppsFlyer was included in the Forbes Cloud 100 list of private cloud companies between 2019 and 2025.
