AppsFlyer releases eight products for measurement and AI automation

AppsFlyer announced eight new products on November 18, 2025, marking a significant expansion beyond its mobile attribution foundation. The San Francisco-based company introduced capabilities spanning AI agents, incrementality measurement, cross-platform tracking, data collaboration, and enterprise security.

The release represents AppsFlyer's positioning as what it terms a "Modern Marketing Cloud" after serving as a mobile attribution provider for over a decade. The company supports more than 15,000 businesses worldwide.

"The Modern Marketing Cloud represents the next evolution of our mission, uniting measurement, data collaboration, and AI into one trusted, privacy-first platform," said Oren Kaniel, CEO and Co-founder of AppsFlyer. "For over a decade, we've helped marketers adapt through the mobile and privacy revolutions. Now, in the AI era, we're empowering them to go beyond optimization, to achieve truly autonomous growth."

Agentic AI Suite introduces autonomous marketing operations

The Agentic AI Suite represents AppsFlyer's execution layer for marketing intelligence. The system combines an AI-ready data foundation with pre-configured agents and Model Context Protocol integration. MCP supports leading large language models including Claude, ChatGPT, Cursor IDE, and VS Code.

Pre-built AI agents help marketers identify creative opportunities, surface daily insights, monitor configuration status, and identify performance trends. The agents operate on what AppsFlyer describes as "trusted, privacy-safe data" to deliver automation and agility.

Industry adoption of agentic AI has accelerated throughout 2025, with McKinsey reporting $1.1 billion in equity investment flowing into this technology during 2024. Amazon introduced agentic capabilities on November 11, while Adobe launched its Agent Orchestrator in September.

Incrementality measurement addresses attribution limitations

Incrementality for User Acquisition quantifies the true incremental contribution of touchpoints across the marketing funnel. The system works cross-network alongside attribution to deliver lift measurement without manual setup.

According to Barak Witkowski, Chief Product Officer at AppsFlyer, "These products were built hand-in-hand with our customers and partners, tested across industries and regions over the past several months. Seeing how they've already helped brands identify new opportunities, maximize efficiency, and adapt to the AI era gives us tremendous confidence in what's ahead."

Incrementality testing has become a measurement priority for marketers. Research published in October 2025 found 67.4% of marketers identified proving incremental ROI as their most pressing measurement challenge. Google lowered its incrementality testing threshold to $5,000 in May 2025, while IAB released measurement frameworks for commerce media in November.

Cross-Platform Journeys connect omnichannel consumer behavior

Cross-Platform Journeys & LTV Measurement provides a unified omnichannel layer stitching user journeys across mobile, web, desktop, console, and CTV. The system delivers ROI analysis, high-value user identification, and long-term customer value insights.

The measurement layer addresses fragmentation challenges as consumer journeys span multiple devices and platforms. Traditional attribution methods struggle with cross-device tracking, particularly as privacy regulations restrict identifier-based approaches.

Signal Hub enables privacy-safe data collaboration

Signal Hub represents AppsFlyer's foundation for privacy-safe data collaboration. Built for an era of signal loss and data fragmentation, the system redefines how brands, partners, and media platforms connect and activate insights.

The platform combines first-party and partner data with integrated clean-room and identity-resolution technology. Signal Hub uses real-world purchase signals to build high-intent audiences and measure performance across mobile, web, and CTV.

Data collaboration infrastructure has emerged as critical for privacy-compliant advertising. However, Federal Trade Commission guidance issued in November 2024 warned that data clean rooms present complicated privacy implications despite marketing claims.

Security and attribution enhancements

The Enterprise-Grade Security Package adds SAML 2.0 SSO with SCIM provisioning, multi-token governance, extended audit logs with API access, IP allow lists, and granular role-based access control aligned to Zero Trust principles. The premium tier streamlines lifecycle management and strengthens compliance capabilities.

Enhanced Attribution Model introduces real-time AI behavioral analysis to detect click flooding per attribution. The anti-fraud model provides clean data, fairness for networks, and scalable growth for marketers.

Mobile measurement partners including AppsFlyer face ongoing challenges balancing attribution accuracy with privacy requirements. Meta enhanced its value optimization in November to align with how advertisers measure results through mobile measurement partners.

Dashboard and creative management updates

My Dashboards consolidates Activity, LTV, Cohort, SKAN, and SSOT views with natural-language queries and an embedded AI assistant. Teams can surface insights without business intelligence dependencies, turning dashboards into interactive decision partners.

Creative Management Hub centralizes storage, management, analysis, and deployment of creative assets. Built on AppsFlyer's Creative Optimization suite, it unifies import, optimization, and distribution into one automated system with AI-powered scoring and recommendations.

The products will begin rolling out globally this fall, with select features available immediately to customers and partners.

Timeline

• July 17, 2025: AppsFlyer launches AI-powered MCP for marketing data access
• September 10, 2025: Adobe launches Agent Orchestrator for customer experience automation
• September 23, 2025: Kochava research shows TikTok impact 35% higher with marketing mix modeling versus attribution
• October 21, 2025: Research shows marketing measurement confidence stalls despite data growth
• November 3, 2025: Meta enhances AI optimization for app campaigns
• November 4, 2025: Newton Research launches agentic AI analytics in Snowflake
• November 6, 2025: IAB releases measurement framework for commerce media
• November 11, 2025: Amazon launches AI agent for automated campaign management
• November 13, 2025: Google lowers incrementality testing threshold to $5,000
• November 18, 2025: AppsFlyer announces eight new products

Summary

Who: AppsFlyer, the mobile attribution and marketing measurement company based in San Francisco, announced the products. CEO and Co-founder Oren Kaniel and Chief Product Officer Barak Witkowski provided statements about the release. The company serves over 15,000 businesses worldwide.

What: Eight new products spanning four categories: Agentic AI Suite with Model Context Protocol integration and pre-built AI agents; Incrementality for User Acquisition measuring cross-network lift; Cross-Platform Journeys & LTV Measurement for omnichannel tracking; Signal Hub for privacy-safe data collaboration; Enterprise-Grade Security Package; Enhanced Attribution Model with AI fraud detection; My Dashboards with natural language queries; and Creative Management Hub with automated optimization.

When: The announcement occurred on November 18, 2025, with products rolling out globally through fall 2025. Select features became available immediately to customers and partners.

Where: The products serve AppsFlyer's global customer base of more than 15,000 businesses. The announcement originated from the company's San Francisco headquarters and affects marketing operations worldwide across mobile, web, desktop, console, and CTV platforms.

Why: AppsFlyer positions the release as addressing the shift toward AI-powered, autonomous marketing in an environment of privacy restrictions and data fragmentation. The products respond to industry challenges including incrementality measurement demands, cross-platform consumer journeys, signal loss from privacy regulations, and the need for automated AI workflows. According to the company, the products enable marketers to transform complex data into growth while maintaining privacy-first approaches during what it describes as the AI era of marketing.