App growth empowered: AppsFlyer acquires Oolo

Anne Freer | December 11, 2023

App Marketing

User acquisition is a pivotal concern for app developers in today’s fast-paced digital landscape. AppsFlyer, recognised as a global leader in marketing measurement, attribution, and data analytics, has recently made a strategic move that underscores the significance of this challenge.

Oolo by AppsFlyer

AppsFlyer just acquired oolo, a prominent AI-powered platform specialising in user acquisition and monetisation decision-making. This acquisition reinforces AppsFlyer’s commitment to providing comprehensive solutions tailored to the ever-evolving needs of modern marketing, growth, and monetisation teams.

Under its new ownership, oolo will operate as “oolo by AppsFlyer”.

As marketing, growth, and monetisation teams expand their roles and seek to optimise strategies related to customer acquisition, engagement, and monetisation, the demand for real-time, data-driven decision-making has reached new heights.

Oolo dashboard

Source: oolo

Here, oolo plays a pivotal role by leveraging powerful AI capabilities to offer insights and alerts that facilitate the immediate optimisation of key metrics such as return on ad spend (ROAS), media revenue, and customer retention. This empowers app developers to make informed decisions swiftly, which is crucial in a competitive landscape.

Moreover, the integration of oolo into AppsFlyer’s ecosystem extends beyond user acquisition. It includes its placement within the Privacy Cloud Marketplace, a groundbreaking initiative by AppsFlyer that addresses data privacy concerns head-on. The Privacy Cloud Marketplace focuses on reducing signal loss and fostering data collaboration within customers’ Data Clean Rooms, all while adhering to a privacy-by-design approach.

Critical insights for development teams

“Adapting to the ever-changing digital ecosystem requires innovative solutions that can offer privacy-centric, actionable insights for optimal decision-making,” said Oren Kaniel, CEO and co-Founder at AppsFlyer. “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 optimise their growth and monetisation strategies. We believe the future of data-driven decisions is in smart AI rather than the static tools which are common today, and oolo’s cutting-edge AI technology enables us to better serve the increasing demands of our customers and meet their evolving needs.”

oolo brings to the table a dynamic alert system that continuously identifies anomalies, growth opportunities, and inefficiencies in real-time, providing valuable support for growth marketers. By harnessing data from marketing campaigns to train its AI algorithms, oolo can swiftly prioritise and present critical insights, enabling marketing teams to achieve better results with less effort.

This acquisition by AppsFlyer follows its recent purchase of devtodev, a comprehensive data analytics solution for game and app developers. Both oolo and devtodev will play integral roles within AppsFlyer’s Privacy Cloud Marketplace, offering data, analytics, and AI providers the opportunity to build products using AppsFlyer’s APIs while ensuring data privacy.

The introduction of “oolo by AppsFlyer” is poised to serve both existing AppsFlyer customers and those seeking independent access to these powerful tools.

The move promises to have a profound impact on the digital marketing landscape, addressing the critical importance of user acquisition in the ever-evolving app development industry.

Key takeaways

  • AppsFlyer’s acquisition of oolo strengthens their commitment to comprehensive solutions, enhancing user acquisition and monetization strategies for modern marketing and growth teams.
  • Oolo’s AI-driven platform provides real-time insights, optimizing key metrics like ROAS, media revenue, and retention, vital for success in the competitive digital landscape.
  • Integration into the Privacy Cloud Marketplace showcases AppsFlyer’s dedication to data privacy and collaboration, while oolo’s dynamic alert system and AI technology enable privacy-centric decision-making.

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