Marketing and analytics firm AppsFlyer is to cut 100 jobs, representing about 7% of its workforce.
CEO and cofounder Oren Kaniel confirmed the news in a blog post, citing realignment, increased investment in AI and the desire to accelerate growth as the reason for the cuts.
Kaniel also noted that the company became profitable for the first time in 2024, has been cash flow positive for over two years and is exceeding its “revenue, ARR, and EBITDA goals”.
The affected staff “will receive a special pay package” and other benefits as they begin to look for other work.
The 100 layoffs follow on from a similar number of cuts at its main rival, AppLovin-owned Adjust, at the end of last year.
“Over the past few years, we have prioritized supporting our customers, partners, and the broader mobile ecosystem through exceptionally challenging times,” said Kaniel in the blog.
“This meant making significant investments in privacy-enhancing technologies and ecosystem support. While these efforts came with short-term trade-offs – such as tighter margins and operational inefficiencies – they cemented AppsFlyer’s position as a leader in privacy-first measurement and data collaboration.”
“Today, AppsFlyer stands as a pillar of stability amid economic, industry, and geopolitical turbulence. This strength gives us the ability to take this step while continuing to deliver exceptional service to our customers and partners.”
