$3B Deal? AppsFlyer Enters Final Sale Phase

Israeli Ad Tech unicorn AppsFlyer, a key player in mobile performance measurement for Game Publishers & Advertisers, is now reportedly in the final phase of a buy-out process led by Goldman Sachs, seeking a valuation in the $2.7 to $3 billion range.

Among the bidders is Israeli private-equity firm Fortissimo Capital, alongside US-giant Apollo Global Management. Fortissimo, which is also competing in another major Israeli deal, may pull out of the AppsFlyer process depending on its success elsewhere.

This deal would mark a significant step for AppsFlyer, after a last funding round in 2020 valuing it at about $2 billion, and reflects how game-adtech analytics firms are commanding premium valuations thanks to mobile-gaming growth and increasing ad-measurement demands.

In recent years, AppsFlyer has expanded beyond install-tracking into fraud prevention, multi-channel attribution for game developers, and has been profitable with revenues estimated in the ~$400M range. Those metrics are driving the seller’s ambition and buyer interest.

For mobile publishers and ad-tech stakeholders, this means:

• A consolidated measurement player could impact the pricing and availability of analytics tools for UA campaigns.
• Any new ownership may accelerate product innovation (esp. in privacy + fraud space) or shift strategic focus (eg. toward CTV, games).
• The valuation benchmark signals how critical measurement and attribution are being positioned in the post-IDFA world.