AppsFlyer was founded in 2011 by Oren Kaniel
and Reshef Mann
, two high school friends. Together, they developed their Software Development Kit. It provides advertisers with conversion data for their campaigns, allowing to determine successful ones and optimize advertising budgets accordingly. AppsFlyer's goal, as stated on its website
, is attributing marketing activity to business growth and success.
It also helps advertisers battle fraud. "Our SDK is integrated, through one app or another, on 98 percent of the world's mobile devices," explained
Jasper Radeke, AppsFlyer's director of marketing for North America. "We use this information to identify potential fraudulent devices and really help publishers stop that traffic before it even occurs."