AppsFlyer Extends AI Capabilities

AppsFlyer has expanded its Agent Hub facility and launched new MCP tools, allowing users to delve into and act upon its data through automated workflows. Through governed agentic AI infrastructure.

AppsFlyerprovides a suite of tools which measure the performance of marketing campaigns across thousands of media partners, tracking hundreds of millions of app installs and more than one trillion user actions every month, including purchase and subscription data.

The firm's Agent Hub aims to make transparent decision-making accessible in every workflow, allowing teams to understand, evaluate and trust AI recommendations. Users can now build their own agents by describing any marketing performance workflow: the agent pulls their data down to the event level, analyzes it, and delivers the insights to their Slack or email on the schedule they set. The company has also added an Apple Ads Share of Voice Agent, which estimates share of voice per keyword and geography, recommends bid changes where appropriate, and executes them once approved.

Clients can access their Protect360 data directly from their own AI tools - including analysis of fraud occurrence by geography and frequency of blocks based on each custom validation rule defined. MCP benefits also include feeding creative-level spend, reach, conversion, retention and revenue cohorts directly to an AI tool, for faster identification of successful ad versions; and sharing of partners' integration settings, allowing marketers and support teams to diagnose setup issues in conversation.

VP Product Inna Weiner (pictured) comments: 'Marketing teams are moving from manual campaign orchestration to agentic execution. With this release, AppsFlyer is giving marketers trusted, agentic tools that can analyze, recommend, and act on their data to deliver clear value for growth.'

The company is on the web at www.appsflyer.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.