App Measurement and Marketing Firm Adjust Acquired

Mobile app measurement and marketing company Adjust is to be acquired by Palo Alto, California-based tech platform AppLovin. Terms were not disclosed.

AppLovin's platform provides an integrated set of solutions for client to grow their businesses, marketing, monetizing, analyzing and publishing their apps; and the company both creates content and via the platform pushes it out to audiences.

Adjust, which has headquarters in Berlin and fifteen further offices worldwide housing more than 500 employees, offers measurement, fraud prevention, cybersecurity (through its 'Unbotify' product) and marketing automation products for around 50,000 apps. The buy, which the firms say will see Adjust retain its brand and culture and continue to operate as a distinct company, follows on from AppLovin's acquisition since 2018 of developer solutions firms MAX and SafeDK.

The firms also say that on closing they will announced details of a new 'Adjust Growth Scholarship', providing funding and help for new and emerging developers and their businesses - details for early applicants are at www.adjust.com/growth-marketing-scholarship .

Adam Foroughi, AppLovin co-founder and CEO comments: 'We have worked closely with the Adjust team for years and we're thrilled to have the opportunity to team up with them. 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'.

Christian Henschel (pictured), Adjust co-founder and CEO, says the combination will further power clients' growth and 'shape the future of the app economy'. Co-founder and CTO Paul Müller comments: 'Our ambition always was to be the world's first comprehensive, all-in-one solution for app marketers. By coming together with AppLovin, we can realize our vision and create a brand new product suite that will accelerate every app marketer's growth'.

The acquisition is subject to customary approvals.

Web sites: www.applovin.com and www.adjust.com .