AppsFlyer President and General Manager Brian Quinn joins Ari Paparo and Eric Franchi to discuss the company’s $1 billion funding round backed by Google, Meta, Unity, and Moloco. They explore independent measurement, mobile commerce, CTV attribution, and the future of AI advertising.
Takeaways:
- AppsFlyer’s strategic investors hold minority, non-controlling stakes, allowing the company to remain independent.
- Google, Meta, Unity, and Moloco rely on independent measurement signals to improve advertising optimization.
- E-commerce and retail are among AppsFlyer’s fastest-growing categories.
- Connecting CTV, web, and app activity is essential for measuring the complete customer journey.
- Last-click attribution remains vulnerable to manipulation and affiliate fraud.
- AI advertising growth will depend on proving incremental returns for marketers.
Chapters:
00:00 Introduction with Ari Paparo and Eric Franchi
01:09 Marketecture’s new MADDB MCP server
04:14 Brian Quinn joins the conversation
04:45 What is AppsFlyer?
05:39 Inside AppsFlyer’s $1 billion funding round
06:41 Why AppsFlyer selected strategic investors
07:19 Protecting independent measurement
08:34 Why Google and Meta invested
09:49 AppsFlyer as an optimization signal
11:28 How the unusual funding round came together
12:31 Strategic investors versus private equity
13:20 Competing with Adjust while partnering with AppLovin
15:56 Mobile advertising beyond gaming
17:35 Growth in retail and e-commerce apps
19:25 Connecting CTV, web, and mobile measurement
23:52 Ad tech news of the week
25:19 Fia and the affiliate attribution controversy
27:35 The problems with last-click attribution
31:13 Can AI advertising meet its revenue forecasts?
35:01 Questions around IP-based CTV targeting
37:03 Open-web ad supply falls sharply
38:35 The Trade Desk expands its leadership team
40:20 PubMatic exits the wrapper-management business
41:28 Closing thoughts
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