Technology platform, AppLovin has entered into a definitive agreement to acquire mobile app measurement firm, Adjust. Adjust will retain its brand and culture and continue to operate as a distinct company. Terms of the acquisition were not disclosed and the closing of the acquisition is subject to customary (stockholder and regulatory) approvals, although Bloomberg scooped the story late on Wednesday and reports the deal to be worth $1 billion.
Over the last three years, AppLovin has expanded its suite of solutions with its acquisitions of MAX and SafeDK to help developers increase revenue, save time, and protect their users’ experience. As one of the largest app marketers in the world, AppLovin brings depth of knowledge and expertise to Adjust and will help further innovate the attribution and analytics product suite that it has built.
Founded in 2012, Adjust’s marketing platform helps mobile developers to understand their users’ journeys while allowing marketers to make smarter decisions through measurement, attribution and fraud prevention. More than 50,000 apps use adjust including brands such as SoundCloud, Rakuten and Tencent.
The first initiative for the new company will be the launch of the Adjust Growth Scholarship, a scheme to provide attribution and analytics tools, marketing, monetization and product consultation, and funding to new mobile businesses. Details will be announced after closing. Mobile app developers who want to be considered for early access can visit Adjust Growth Scholarship.
Adjust’s product-first approach to the attribution and analytics space is comparable to how we built AppLovin, and exceptional combinations are born from similar objectives and culture. Together, we believe we will propel marketing tools innovation forward for mobile app developers globally
Adam Foroughi, Co-Founder and CEO, AppLovin
Our focus has always been to help our customers succeed by offering the best solutions in the market. The traction we are seeing around the world is a testament to our team and our technology. Joining forces with AppLovin will further power our clients’ growth and shape the future of the app economy.
Christian Henschel, Co-Founder and CEO, Adjust