AppsFlyer Buys Marketing Optimization and Alerts Firm

Marketing measurement, attribution and analytics provider AppsFlyer has acquired oolo, a user acquisition and monetization decision-making platform.

AppsFlyer, which a month ago acquired devtodev - a firm helping developers analyze their games and apps - says the buy strengthens its portfolio of products and services, and will integrate oolo into its Privacy Cloud Marketplace. oolo, which will now be known as 'oolo by AppsFlyer', taps AI which is trained on data from marketing campaigns to understand what's normal and what's not. The platform then continuously monitors clients' data sets to optimize return on ad spend, and a system of constantly updated alerts allows users detect anomalies, identify immediate growth opportunities, and prevent and correct inefficiencies.

AppsFlyer's CEO and co-founder Oren Kaniel (pictured) comments: 'oolo's unique technology, team and expertise will play a key role in our continual pursuit to build a holistic platform that accommodates the shifting expectations, roles and challenges of modern marketing teams. The combination of oolo's innovative technology with AppsFlyer's industry leading measurement platform offers brands new opportunities to harness AI's full capabilities to optimize their growth and monetization strategies'.

Yuval Brener, CEO of oolo says, 'This acquisition is set to blaze a trail in the data analytics space as we join forces with AppsFlyer to provide state-of-the-art data monitoring technologies for brands around the world. With AppsFlyer's proven track-record, large client base, and privacy-preserving architecture, our customers will benefit from an integrated approach to growth decision-making unlike anything seen before'.

Apps Flyer is based in San Francisco and oolo in Ra'anana, Israel. Terms were not disclosed. Web site: www.appsflyer.com .