New Member Q&A: Appsflyer

On March 09, 2022

Every now and then we like to highlight a new IAB Australia member that we think our community will find interesting. Today we meet Appsflyer.

Written by Antony Wilcox, Director of Growth AUNZ, Appsflyer. 

Please give us some historical background to the company:

Over 10 years ago, AppsFlyer recognized an emerging need in the mobile industry. The app economy was taking off but marketers, developers, and product managers had little to no ways to measure campaign performance accurately. To meet this challenge, AppsFlyer later then built a platform to help brands make good choices for their business and their customers. We help our clients by providing innovative solutions, privacy-preserving measurement, analytics, fraud protections, and engagement technologies. Built on the idea that brands can increase customer privacy while providing exceptional experiences, AppsFlyer today empowers thousands of creators and 9,000+ technology partners to create better, more meaningful customer relationships.

Tell us a little bit about your company’s mission and vision?

AppsFlyer aims to help brands make good choices with four key principles that becomes the foundation of our platform: 1) start with privacy as a given, 2) provide unmatched, trusted insights, 3) Take a customer-obsessed approach, 4) create technologies that enable innovation

Do you have a particular ‘hero product’ that you are most proud of?

Protect360 – The mobile industry leading Fraud detection and fraud protection suite. P360 leverages, AppsFlyer’s scale to protect advertisers from malicious malware and fraudsters that plague the advertising industry. With P360 Advertisers can go about scaling User Acquisition across networks and regions without the fear of spending in bogus areas.

What area of digital do you personally work in and how do you hope to enhance this within your business?

Mobile Measurement. I hope to enrich the ANZ eco-system with knowledge around how best to scale their mobile growth strategies locally and globally.

Please tell us what, as a child, you wanted to be ‘when you grew up’?

An Olympic swimmer. Whilst I failed miserably on this goal I’ve certainly enjoyed the journey.