Pitango

Appsflyer bekommt 56-Millionen-Finanzspritze

AppsFlyer, the Tel Aviv-based mobile marketing analytics startup, secured a 56-million financing round. The company claims its technology reaches 98% of smartphones worldwide and boasts 10,000 customers with 2,000 integrated ad networks and partners. It measures $6 billion in annual mobile ad spend and analyzes more than 300 billion monthly mobile user activities. In 2016, AppsFlyer opened a DACH headquarters in Berlin, focusing on Germany where customers include Kayak, Swoodoo, Trivago, DeutschlandCard, Freeletics, Goodgame Studios and BigPoint. Existing investors Magma Venture Partners, Pitango Venture Capital and Eight Roads Ventures participated in the round. The new capital will be invested in product development and innovations to connect marketing activities across mobile, web, TV and offline channels, expand partnerships, and explore acquisitions, including in Asia.

IPG’s Agency Trading Desk, Cadreon, Turning Into TAP; Funding Gone Wild With MarketShare, VideoSurf, INVIDIA

AdExchanger’s Friday news roundup highlights funding and strategic moves in advertising technology. IPG’s Mediabrands realigns its operations and advances Cadreon into TAP, The Audience Platform, the next phase in the Cadreon exchange to unlock value across Mediabrands and IPG. Matt Freeman leaves Mediabrands to join IPG’s McCann Erickson, reporting to Nick Brien, Chairman and CEO of McCann Worldgroup. MarketShare secures a $32 million follow-on investment from Elevation Partners, with Adam Hopkins joining its board. VideoSurf raises $16 million from Pitango Venture Capital to commercialize image-recognition software that identifies images in video. INVIDI receives $49 million from DirecTV, bringing total investments to about $139 million, and DirecTV’s Advatar targeting software could enable substantial local ad revenue, potentially up to $400 million. The roundup also notes Apple’s do-not-track tool in a test browser and the Consumer Privacy Protection Act of 2011 introduced by Cliff Stearns and Jim Matheson.