In a strategic move to bolster its position in the marketing measurement and analytics space, AppsFlyer has recently completed its second acquisition within a month. The latest addition to its portfolio is oolo, an AI-driven platform specializing in user acquisition and monetization.

Oolo's distinguishing feature lies in its ability to automatically analyze real-time app data, predict performance, identify growth opportunities, and detect anomalies in ad revenue. By seamlessly integrating oolo's capabilities, AppsFlyer aims to enhance its suite of products and services, offering comprehensive solutions that cater to the evolving needs of modern marketing, growth, and monetization teams.

The acquisition brings oolo's continuously updated alert system into the AppsFlyer ecosystem. This system streamlines the identification of anomalies, identifies immediate growth prospects, and addresses inefficiencies, tackling the daily optimization challenges faced by growth marketers. Leveraging data from marketing campaigns for self-training on recognizing normal patterns from irregularities, oolo provides detailed insights crucial for decision-making.

Oolo will now operate under the name "oolo by AppsFlyer," retaining its unique technology, team, and expertise. Oren Kaniel, CEO and Co-founder at AppsFlyer, emphasized the significance of oolo's technology in adapting to the ever-changing digital landscape, providing privacy-centric, actionable insights for optimal decision-making.

This acquisition follows AppsFlyer's recent purchase of devtodev, a comprehensive data analytics solution for game and app developers, marking the company's second acquisition this year. Both oolo and devtodev will be featured in AppsFlyer's Privacy Cloud Marketplace, allowing data, analytics, and AI providers to construct products using AppsFlyer's APIs, ensuring seamless integration without the need to share user data externally.

Yuval Brener, CEO of oolo, expressed excitement about the acquisition, stating that the collaboration with AppsFlyer would pioneer advancements in the data analytics space, providing state-of-the-art monitoring technologies for brands worldwide. The move aligns with AppsFlyer's commitment to offering an integrated approach to growth decision-making.

As part of its continuous innovation, AppsFlyer introduced an enhancement to its data clean room in August, allowing marketers to pose business queries using everyday language instead of relying on SQL for data analysis. This latest acquisition reaffirms AppsFlyer's commitment to staying at the forefront of the industry's technological advancements, empowering marketers with cutting-edge tools for effective decision-making.

Source: adapted from an article by Sophie Blake, Author of Archives for Mobile Marketing Reads.