AppsFlyer raises $1B Series E from Google, Meta, Moloco and Unity

Each investor holds a minority, non-controlling interest, and AppsFlyer says none gets preferential treatment on its APIs, measurement signals, attribution logic or commercial terms. The deal combines shareholder liquidity with new long-term equity and is subject to regulatory approvals. The company did not disclose the amount. The $1B figure comes from Axios and Calcalistech reporting. AppsFlyer plans to spend on AI-powered measurement, cross-platform attribution, and support for autonomous marketing and agentic workflows. The last round was a $210 million Series D in 2020 led by General Atlantic at a $1.6 billion valuation. One report puts ARR at about $500 million, with the company profitable and serving over 15,000 brands. Startup Fortune reports the board turned down Apollo and Fortissimo's buyout terms in March. CEO Oren Kaniel called the round a step toward an eventual public listing. For AI founders, the deal shows where value is gathering as software agents take over media buying and budget allocation. Those agents act on attribution data, so the party that supplies trusted measurement holds a strong position. Founders building agentic marketing tools should expect to depend on a few neutral measurement layers. Critics note that Google and Meta are among the biggest platforms AppsFlyer measures, which raises neutrality questions. Buyers may ask for proof of independence.