AppsFlyer (AppsFlyer Ltd., founded 2011, headquartered in Herzliya, Israel per Wikidata) is a private mobile attribution and measurement SDK vendor — a Mobile Measurement Partner (MMP) embedded by app developers to track installs, ad clicks and in-app events. Its own 'Processing Customer Data' policy discloses that, depending on how each customer app configures the SDK, it processes device/technical information, advertising identifiers (IDFA, IDFV, Google's AAID), IP-based coarse geolocation, and in-app engagement events, and that customers can choose to share this Processed Data with third-party ad-network and marketing partners via the AppsFlyer Partner Marketplace. AppsFlyer states it does not sell End User data, does not act as an ad network or data broker, and processes data as a 'data processor'/'service provider' on behalf of its customers, while reserving the right to transfer End User data in a merger or acquisition. Ownership is opaque beyond the entity name: neither AppsFlyer's own About page nor Wikidata lists a parent company or investor chain. Track record carries a real wart: the FTC's May 2023 press release on its Health Breach Notification Rule settlement with fertility-app developer Premom states Premom 'disclosed users' sensitive health data to AppsFlyer and Google' without proper consumer notice via SDK integration — AppsFlyer was not itself the settling party, but is named by the regulator as the third-party recipient of unlawfully disclosed sensitive health data.
TRACK RECORD
1 ENFORCEMENT ACTION
[2023-05-17]
The FTC's May 17, 2023 press release announcing its Health Breach Notification Rule settlement with fertility-tracking app Premom states that Premom disclosed users' sensitive health data to AppsFlyer and Google via SDK integration without notifying consumers, as part of the FTC's charges against Premom's developer (AppsFlyer itself was not a named respondent or subject to the order).
Wikidata's entry for AppsFlyer records its inception as 2011 and headquarters location as Herzliya, Israel, with no parent organization, owner, or investor entity recorded on the page — consistent with a private, independently-branded company whose ownership chain is not otherwise disclosed on its own site.
AppsFlyer states it does not sell End User personal data and shares no data by default, but customers can configure the Service to share Processed Data (including Advertising IDs and hashed identifiers) with partners in the AppsFlyer Partner Marketplace, and that in a merger or acquisition End User data may be transferred to the acquiring entity.
The FTC's May 17, 2023 press release announcing its Health Breach Notification Rule settlement with fertility-tracking app Premom states that Premom disclosed users' sensitive health data to AppsFlyer and Google via SDK integration without notifying consumers, as part of the FTC's charges against Premom's developer (AppsFlyer itself was not a named respondent or subject to the order).
The same policy names the specific cross-app device identifiers the SDK can collect for attribution: Apple's IDFA and IDFV, Google's AAID, and Install Referrer, plus customer-set CUIDs and hashed emails/phones — the deterministic identity-linking mechanics of a mobile measurement partner.