Neutral, impartial, and the way forward for the ecosystem and the online

Oren Kaniel Oren Kaniel Mar 01, 2021

After an intense 12 months, stuffed with uncertainty and alter, I want to share our mission once more, and emphasize as soon as once more our dedication to our group. I hope I might help you with at the least one factor throughout these unsure occasions.

In our {industry}, it isn’t all the time clear who represents whose pursuits. The primary time I observed this thriller was a decade in the past, and it is one of many predominant causes we began AppsFlyer.

Being impartial and neutral is nothing new for us. These have been the core ideas of AppsFlyer from the start. We have been constant on our positioning, formally committing again in 2015 and 2018. Representing app builders and entrepreneurs on this ecosystem is crucial side of our success.

Whereas different firms might have leveraged conflicts of curiosity to drive their income, remaining impartial and neutral is the muse of our customer-obsessed tradition and is crucial to sustaining the belief of our clients, companions and the ecosystem as an entire.

Final 12 months alone, belief enabled good advertising and marketing choices value greater than $40 billion. Belief has allowed us to develop modern options that protect privateness, equivalent to combining predictive analytics with SKAdNetwork (PredictSK), the SK360, the Incrementality, web-to-app and aggregated measurement options centered on privateness. Options that enable the complete ecosystem to concentrate on delivering nice person experiences and worth, whereas sustaining excessive requirements of privateness safety.

In current weeks, a number of app builders have shared their issues about current consolidation between a media firm, an app firm, and a measurement platform. They’re involved that the accomplice they belief essentially the most, the one who has entry to their most intimate useful resource – the information – has immediately develop into biased, posing nice threat to their enterprise. I perceive them. With iOS 14 getting nearer, that is the very last thing they need to fear about.

On behalf of AppsFlyer’s board, leaders and workers, I sincerely guarantee you that this is not going to occur with AppsFlyer. We’re dedicated to stay impartial and neutral endlessly. We’re on this for the long run. Appearing on this manner demonstrates a scarcity of imaginative and prescient, and can be a transfer to finish betrayal of your belief and the connection we have been constructing with you for practically 10 years.

For the previous few years, we have used a easy decision-making framework for each resolution we make on AppsFlyer:

  1. this can be good for our clients and to your finish customers?
  2. that leaves me proud to be a part of AppsFlyer?

This construction is, in essence, the muse of our tradition and each resolution we make. It ensures that our elementary ideas are all the time on the heart of each resolution we make, as an organization or as particular person staff members. It ensures that we constantly keep your confidence with every new resolution.

We see ourselves taking part in an enormous position in guiding the {industry} in direction of the longer term. It’s apparent to us that we’ll solely achieve success in making certain your belief, protecting us true to our core values.

Now could be the proper time to reaffirm our dedication to you.

To our clients:

“Impartial” and “neutral” usually are not simply phrases we use in our gross sales and advertising and marketing supplies. They’re important and indispensable elements of our DNA. They permit us to be genuinely obsessive about our clients and intensely centered on their success.

In gentle of current occasions, you may wish to ask your self a number of issues. Would you give a competitor the contact data of a buyer who pays to your service? Can your attribution “accomplice” strategy your clients with the same provide? Does he have an app enterprise that competes with yours? Can he develop into a possible competitor? Has he positioned himself in a manner and serving to his rivals at your expense? This may increasingly appear to be an unlikely actuality, but it surely is not.

We’re dedicated to:

  • Stay impartial and neutral.
  • Keep away from conflicts of curiosity, all the time representing you, and solely you, on this ecosystem.
  • Providing you one of the best privateness safety software program within the {industry}, and ensures that can assist you maximize your finish person’s privateness.
  • Shield your knowledge. We’re cloud primarily based CRM software program, through which you’ve got full possession and management over your knowledge. We by no means promote or use your buyer knowledge, nor do we have now a battle of curiosity relating to defending your buyer knowledge. That is why we do not have an app enterprise, nor can we promote media.
  • Make your success our success.

Thanks for trusting our firm, and for letting us defend and care to your most essential useful resource – your knowledge. Thanks for working with us to beat the ecosystem’s large challenges by creating superb options. Thanks for trusting that we’ll proceed to be impartial and neutral.

To our companions:

Think about your MMP says, “We promote one of the best media, measure it ourselves, and we’ll additionally develop one of the best software program to permit advertisers to spend their budgets on our competitors.

You’d most likely be confused, as a result of a significant battle of curiosity is completely apparent. We decide to:

  • Stay neutral. We aren’t going to enter the media enterprise and compete with our media companions.
  • Shield your knowledge and insights. Now we have little interest in promoting media, constructing profiles or creating our personal apps.
  • Serving to you share data to the market about your modern merchandise.
  • Help in discrepancies evaluation and fight fraud, for the complete good thing about your clients, companions and {industry}.

Thanks for investing in our partnership, valuing clear measurement, and taking particular care of AppsFlyer’s clients. We take nice satisfaction within the robust relationships we have constructed through the years, and the deeply technical integrations and merchandise we have developed to fight fraud, delivering an ideal person expertise whereas maximizing customers’ privateness.

To our ecosystem and group:

Having an impartial and neutral platform is crucial to make sure that we, as an ecosystem, are all the time innovating to ship the absolute best end-user expertise and protect customers’ privateness.

When a media firm buys a platform like this, we see it as a defeat for the {industry}. Regardless of this, now could be an thrilling time to proceed to cleared the path in direction of an neutral and impartial platform like by no means earlier than. We’re excited and honored to tackle this accountability.

From right here, the place can we and the online go?

What began out as an open internet has advanced over the previous few a long time to develop into a walled backyard internet (walled gardens). Whereas we consider within the freedom, openness and safety of the web, we now know that it’s now not really open. Figuring out this, we have now the facility and accountability to collaborate throughout the complete ecosystem for the advantage of all of us – the customers.

As customers spend their time navigating throughout a number of walled gardens, industry-wide collaboration is required to outline protocols and APIs that allow an ideal end-user expertise and ship worth whereas preserving privateness.

The truth that AppsFlyer doesn’t personal any shopper merchandise, browser, working system, gadget, app retailer, advert netwrok or any media affiliation provides our impartial and neutral positioning an entire new that means.

Our neutrality has repeatedly positioned AppsFlyer as a trusted contributor and connector between these platforms, working techniques, units, service suppliers, advert networks, app builders, web sites, app shops and the ecosystem as an entire. iOS 14 has taken these discussions to an entire new stage and we take that accountability very severely. We all know that if we constantly work with the tip person in thoughts, we can be forward of traits and able to create a greater future for everybody.

I am proud to see that greater than 1,000 AppsFlyer workers get up day by day and work in direction of this mission. I am fortunate to guide an organization whose goal and imaginative and prescient go far past being profitable; an organization that is aware of the worth of placing income second and finish customers, utility builders and the ecosystem first.

Our objective at AppsFlyer could be very easy; to be in entrance of every of you 5, ten, twenty years from now and know that, at each step of the way in which, we have executed the correct factor for the complete ecosystem and, most significantly, for the tip person.


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