• by Laurie Sullivan , Staff Writer, Yesterday

AppsFlyer has rolled out a series of new products steeped in agentic artificial intelligence (AI) to increase its market value and appeal to potential buyers ahead of a possible sale to investment firms, and to increase revenue for its clients.

The eight new products launched today take the company in a new direction, from mobile attribution to marketing cloud provider.

The suite of products is focused on agentic AI, omnichannel measurement, and first-party data collaboration — drivers of growth and profitability as the advertising industry heads into the agentic era of automation.

Demonstrating continued innovation and growth would help to justify a higher sale price for AppsFlyer, which is currently estimated between $3.5 billion and $4.5 billion.

The valuation, per one report, reflects AppsFlyer's revenue growth and expansion into areas including fraud prevention and AI, increasing the company’s value from its last funding-round valuation of $2 billion in 2020. 

The shift in focus boosts AppsFlyer’s valuation during potential acquisition negotiations as well as revenue for brands it works with -- companies like Fubo, an internet-based live TV streaming service that also offers on-demand content.

In terms of incrementality, AppsFlyer helped Fubo gain 3x more value from its marketing strategies, resulting in significant cost savings, Vincent Eterlet, senior marketing director at Fubo, told MediaPost.

As a marketing-cloud provider, AppsFlyer will support omnichannel measurement, deep linking, data collaboration, and autonomous AI workflows to enable brands to make more informed decisions faster.

Signals are disappearing and platforms keep shifting, Brian Quinn, AppsFlyer North American president and GM, told MediaPost. “The industry can’t keep operating in fragments and silos,” Quinn said.

Agentic AI will take the place of cookies and other types of tracking pixels, combining a variety of data to identify targeting opportunities for advertisers much faster and more completely.

The technology also took the company toward a new form of marketing cloud that combines measurement, data intelligence, and privacy-safe collaboration in measurement tools called “Agentic AI Suite” that launched today. It gives marketers a complete view of what’s working, and turns those insights into fast and accurate action.

Preconfigured agents and Model Context Protocol (MCP) are used to build custom autonomous agents supporting large language models, such as Claude, ChatGPT, Cursor IDE, and VS Code.

The AI agents help marketers create content based on daily insights, monitor configuration status, and identify performance trends.

The “Data Collaboration Suite,” which also launched today, ensures data behind those decisions provide clear and concise performance metrics.

These suites were created based on the impact of privacy-driven signal loss, growing role of AI in measurement and fraud, and for marketers who need to feel confident in the way their system connect data across channels.

The products will begin rolling out globally this fall, with selected features available immediately to customers and partners such as the UA Society, and FuboTV, which were early testers of the technology.

A company spokesperson declined to comment on the potential acquisition, as well as what triggered the speculation of an acquisition.

But CTech, an English-language technology news site and offshoot of a financial daily newspaper in Israel, reported the potential for this acquisition earlier this year. Then in October, CTEch updated the news as it being in advanced stages. 

CTech reported that AppsFlyer is in advanced negotiations to be acquired by a private equity firm, with bidders such as Fortissimo Capital and Apollo Global Management. Goldman Sachs is reportedly managing the sale. It's not clear whether the deal is part of an infusion of cash and support, or acquisition. The deal could be worth between $2.7 billion and $3 billion.

While AppsFlyer had layoffs in February 2025, based on an announced “strategic restructuring that included laying off approximately 100 employees -- about 7% of its workforce -- the CEO at the time stated that the move was a “proactive step to become a leaner, more agile organization from a position of strength, not financial distress.”

Industry-wide challenges for AppsFlyer earlier this year included data-privacy shifts such as Apple's App Tracking Transparency (ATT) framework, and changes in Google's Privacy Sandbox initiative, which officially ended in April. Google said in April that it would not phase out third-party cookies, but instead will give users more control over them.

AppsFlyer is a private company, but reportedly in 2024 generated approximately $508.4 million in revenue.