App marketing firm AppsFlyer expands to San Francisco, eyes Asia

AppsFlyer is out to simplify the way developers market their apps.

Now tied to 500 different mobile ad networks, the New York-based startup today announced its expansion plans with the launch of a San Francisco office and the appointment of an Asia vice president, Ronen Mense, to spur global adoption.

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“Our clients are asking us to come to the West Coast … and Facebook is very happy that we’re going to be close to them,” AppsFlyer chief Oren Kaniel told VentureBeat by phone. The company currently counts Facebook and Twitter among the ad networks it supports.

According to Kaniel, AppsFlyer helps “companies optimize the user acquisition process. We add transparency to this market to allow [developers] to understand how each and every dollar spent is performing, as opposed to not knowing anything, spending your marketing budget, and praying that it’s actually doing a good job.”

AppsFlyer says its vast number of supported ad networks lets developers monitor the success of various ad campaigns and ultimately helps drive adoption of their apps. “We have a few clients that work with as many as 300 different ad networks just to get the volume they need,” says Kaniel. “I think this is an example of how fragmented and complex this market is getting, and this is far from being consolidated as some people think. I expect this number to continue to grow.”

AppsFlyer is presenting today at the Innovation Showdown at VentureBeat’s MobileBeat 2014 conference.