AppsFlyer unveils eight AI-driven marketing products

AppsFlyer has introduced a sweeping set of eight new products aimed at repositioning the company from a mobile attribution specialist to a broader marketing-cloud provider, as the industry accelerates toward AI-driven automation and first-party data collaboration.

The new product lineup marks one of AppsFlyer’s most expansive updates to date. It arrives as the company is reportedly in advanced discussions for a potential sale to private-equity investors, with reported valuations ranging from $3.5 billion to $4.5 billion.

Pushing Into the Agentic AI Era

At the center of the release is the Agentic AI Suite, an execution layer built to automate marketing workflows using AI agents. The suite includes AppsFlyer’s Model Context Protocol (MCP), enabling brands to build custom autonomous agents that integrate with models such as ChatGPT, Claude, Cursor IDE, and VS Code.

These agents can scan creative performance, generate insights, monitor configurations, and surface trends in real time — a shift the company positions as essential as marketers confront privacy-driven signal loss and more decentralized data environments.

Expanding Measurement Beyond Mobile

Alongside its AI suite, AppsFlyer added new omnichannel measurement tools designed to connect fragmented user journeys. The Cross-Platform Journeys & LTV Measurement system unifies interactions across mobile, web, desktop, console, and connected TV, offering brands a consolidated view of long-term value and ROI.

Another addition, Incrementality for User Acquisition, measures lift across the full funnel without requiring manual setup, giving teams a clearer understanding of each channel’s true contribution.

Data Collaboration and Fraud Prevention

Responding to industry-wide shifts in data privacy and platform policies, AppsFlyer introduced Signal Hub, a privacy-safe collaboration layer that incorporates identity resolution and clean-room capabilities. The hub enables brands and partners to merge first-party and external signals to build audiences and assess performance across multiple environments.

The update also includes a new anti-fraud attribution model powered by real-time behavioral analysis, designed to detect click-flooding and help advertisers maintain more trustworthy datasets.

Security, Dashboards, and Creative Tools

For enterprise users, AppsFlyer rolled out a new security tier with features including SAML 2.0 SSO, SCIM provisioning, extended audit logs, IP allow-listing, and granular access controls aligned with Zero Trust standards.

The company also redesigned its analytics environment with AI-upgraded dashboards, integrating natural-language queries and an embedded assistant to surface insights without requiring BI teams.

In addition, a new Creative Management Hub centralizes creative asset management and optimization with automated scoring and recommendations.

Strategic Context: Innovation Ahead of a Possible Sale

The release comes at a pivotal moment for AppsFlyer. According to industry reports, the company is engaged in acquisition talks with private-equity firms including Fortissimo Capital and Apollo Global Management, with Goldman Sachs advising on the process.

Analysts say the launch of an agentic-AI-driven marketing cloud could strengthen AppsFlyer’s position in these negotiations. The company has expanded beyond attribution into fraud prevention, security, data collaboration, and omnichannel measurement — all high-value areas as cookies disappear and marketers seek alternatives.

Early tests from clients such as streaming service Fubo suggest the new tools can deliver significant efficiency gains. AppsFlyer reported helping the company achieve a threefold improvement in marketing value through incrementality measurement.

The eight products will roll out globally beginning this fall, with select features available immediately. The company says the launches were developed in partnership with customers across multiple regions and industries.