The venture group within marketing cloud giant Salesforce has invested in AppsFlyer, a mobile attribution company now valued at $2 billion.
The investment, understood to be more than $10 million, is an extension of a $210 million Series D funding round AppsFlyer raised in January.
Mobile attribution, connecting ad appearances to actions such as app downloads, is facing a major challenge after Apple decided to make IDFA opt-in for iOS 14, meaning there will likely be less data to measure such events.
Along with growing its global headcount of more than 1,000 employees, the investment will go toward building new products given the deprecation of IDFA, emerging privacy
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