AppLovin to acquire mobile measurement company Adjust

Mobile app technology company AppLovin announced today that it is acquiring mobile measurement company Adjust. 

The terms of the deal were not disclosed. According to a person familiar with the matter told Bloomberg, the deal values Adjust at close to $1 billion.

“We have worked closely with the Adjust team for years and we’re thrilled to have the opportunity to team up with them,” said Adam Foroughi, AppLovin Co-Founder and CEO. “Adjust’s product-first approach to the attribution and analytics space is comparable to how we built AppLovin, and exceptional combinations are born from similar objectives and culture. Together, we believe we will propel marketing tools innovation forward for mobile app developers globally.”

Adjust will retain its unique brand and culture and continue to operate as a distinct company.

Also read: Applovin with existing shareholder KKR seek up to $2.1B in its U.S. IPO

“Our focus has always been to help our customers succeed by offering the best solutions in the market. The traction we are seeing around the world is a testament to our team and our technology,” said Christian Henschel, Adjust Co-Founder and CEO, in a statement. “Joining forces with AppLovin will further power our clients’ growth and shape the future of the app economy.”

AppLovin also announced that the two companies will launch a program called Adjust Growth Scholarship to help new and emerging developers. “AppLovin and Adjust believe the mobile app ecosystem will continue to thrive if more developers are given more resources to get their businesses off the ground and sustain their growth. The goal of this program is to provide attribution and analytics tools, marketing, monetization and product consultation, and funding to new mobile businesses.”

“Our ambition always was to be the world’s first comprehensive, all-in-one solution for app marketers. By coming together with AppLovin, we can realize our vision and create a brand new product suite that will accelerate every app marketer’s growth,” added Paul Müller, Adjust Co-Founder and CTO.

AppLovin has acquired Machine Zone, the developer of many top-grossing games such as Game of War: Fire Age and Final Fantasy XV: A New Empire, back in May 2020, for an undisclosed sum. 

With its 14 offices around the world, AppLovin has 420 million daily active users and reaches more than 1.5 billion devices every month.

According to a person familiar with the matter, AppLovin has filed confidentially for an IPO this year. 

Written by Jordan Bevan


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