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.
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