AppsFlyer
AppsFlyer Acquires Gaming and Apps Data Analytics Company devtodev
AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, announced its acquisition of devtodev, a full-cycle data analytics solution for game and app developers. This strategic acquisition bolsters AppsFlyer’s core offerings and marks a significant step in the development of the new AppsFlyer Privacy Cloud Marketplace. It also expands AppsFlyer’s capabilities to meet the evolving needs of modern gaming and digital businesses, and serves as a natural extension of the AppsFlyer for games suite of products and resources for gaming companies.
Devtodev’s technology, team, and expertise are a perfect match for AppsFlyer, creating a synergy that fuels not just business growth, but a visionary approach to the future. This collaboration fosters a spirit of unity among marketing, product, and monetization teams, empowering them with a fully integrated data ecosystem,” Oren Kaniel, CEO and Co-founder of AppsFlyer, said.
Accelerated digital transformation has made the role of marketers more complex and highlighted the importance of product-led growth in the gaming and apps sectors. With marketers focusing more on retention and customer lifetime value (LTV), the demand for advanced data analytics has surged. Coupled with an increased focus on privacy measures and a recent increase in signal loss, data silos and inconsistencies have complicated the marketing decision-making process. This acquisition will enable gaming and app developers to harness unparalleled, unified data analytics and actionable insights, unlocking powerful opportunities for efficient growth.
“Our vision at devtodev has always been to empower gaming and app developers to make the best data-driven decisions. By joining forces with AppsFlyer, we will provide developers the ability to leverage integrated data, AI, and insights to create powerful, captivating experiences that drive efficient business growth,” Dmitry Kravtsov, Founder and CEO of devtodev, said.
Devtodev will be one of the pioneering analytics solutions that integrates into AppsFlyer’s Privacy Cloud Marketplace. AppsFlyer’s Data Clean Room will serve as an open and interoperable platform, and devtodev’s integration underscores AppsFlyer’s commitment to a future where businesses can seamlessly integrate third-party services and AI models from various providers, while ensuring data privacy and operational efficiency.
“Over the past two decades, cloud computing and SaaS have compelled companies to share their customers’ data with various entities. Now, with the emergence of AI services, and its appetite for vast amounts of data, we propose a paradigm shift: bringing these services or AI models to the data, instead of sending the data to the service. This boosts compliance, accelerates time-to-market, and eliminates the need for user data movement, copying, or sharing, ensuring utmost privacy and efficiency. Together with devtodev, we’re immensely proud to build the next generation of growth analytics and deliver privacy-first measurement products,” Kaniel added.
AppsFlyer
AppsFlyer Launches Creative Optimization
AppsFlyer, the global leader in marketing measurement, attribution, and data analytics, launched Creative Optimization, its new product that provides marketers with unparalleled insights into their creative assets and data-driven guidance on maximizing their impact. Coupled with Artificial Intelligence (AI), Creative Optimization identifies patterns, trends, and features that drive optimal audience engagement, enabling marketers to capture the most value from their ad spend while enhancing the effectiveness of their creative content and campaigns.
Creative Optimization empowers stakeholders across performance marketing, creative, and Business Intelligence (BI) teams to collaborate to craft diverse asset variations, test, and validate winning variables within advertisements – saving time and resources while elevating performance. Marketing teams now possess the tools to make creative decisions that marry human intuition with the precision, speed, and scalability of the AI capabilities embedded within the product.
“The new Creative Optimization product presents a real breakthrough for marketers, bridging the gap between creative and growth marketing teams while addressing key pain points to drive success for both. By delivering sophisticated, in-depth creative insights, it enables growth marketing teams to optimize spend, increase scale, and drive profitability by automatically identifying which creatives perform best in campaigns. Simultaneously, it equips the creative team with valuable insights on the attributes of winning creatives, empowering them to focus on the most effective elements and allocate their time and resources more efficiently. This seamless collaboration closes the feedback loop, boosts confidence in creative production, reduces risk by minimizing investment in underperforming creatives while scaling the production of winning ones to drive profitability at scale,” Yevgeny Peres, EVP of Product Strategy at AppsFlyer, said.
“AppsFlyer’s Creative Optimization has been a game-changer for our cross-team creative collaboration efforts. We’ve seen a significant increase in efficiency, and it’s transformed our creative optimization process by providing a deep understanding of what works best on specific channels and allowing us to extract maximum value from our top-performing assets. We’ve seen a major increase in efficiency – what used to take us 8-10 hours a week, we can now effortlessly pull and share reports with the creative team, making data-driven decisions without the need for manual data extraction or platform hopping,” Christian Espinoza, Senior Marketing Technology Manager at Dave, said.
“Creative Optimization is transformative for our campaigns, allowing our marketing team to reach larger audiences, improve our efficiency and collaboration. This has led to great results and helped turn the creative marketing process into a growth engine across our award-winning portfolio of games. As a leader in the next generation of gaming, we are constantly looking for cutting edge tools that can help us operate on a larger scale, while providing the best options for attracting and retaining players to continue growing our business,” Dan Hayoun, Performance Group Manager at Papaya Gaming, said.
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