In a move aimed at enhancing its decision-making capabilities in the digital ecosystem, AppsFlyer, a player in the measurement, attribution and data analytics space, has acquired oolo, an AI-powered user acquisition and monetisation decision-making platform.

Oolo's technology is designed to enhance growth strategies by providing immediate actionable insights and time-sensitive alerts to optimise return on ad spend (ROAS), media revenue, and retention. To do this, oolo delivers a constantly updated alert system for detecting anomalies, identifying immediate growth opportunities, plus preventing and correcting inefficiencies that help solve the daily optimization challenges growth marketers face.

As part of the acquisition, oolo will operate under the moniker 'oolo by AppsFlyer' and will be integrated into AppsFlyer's Privacy Cloud Marketplace. Oolo by AppsFlyer will be available to both existing AppsFlyer customers and on an independent basis.

This acquisition marks AppsFlyer's second foray into expansion through acquisition this year, following its earlier acquisition of devtodev, a full-cycle data analytics solution for game and app developers.

Oren Kaniel, CEO and co-Founder at AppsFlyer, highlighted the need for innovative solutions in the digital ecosystem.

"Adapting to the ever-changing digital ecosystem requires innovative solutions that can offer privacy-centric, actionable insights for optimal decision-making," he said.

On the other side of the acquisition, Yuval Brener, CEO of oolo, expressed excitement about the future.

"This acquisition is set to blaze a trail in the data analytics space as we join forces with AppsFlyer to provide state-of-the-art data monitoring technologies for brands around the world," he said.