Bloomberg: AppLovin buys Adjust for $1 billion

AppLovin marketing platform is on the way to another big deal. The company has agreed to acquire the Berlin-based Adjust, specializing in mobile analytics, for $1 billion.

This is reported by Bloomberg with reference to “a person familiar with the situation.” According to the insider, regulators have not yet approved the deal. Until then, the terms of the purchase will not be disclosed.

AppLovin declined to comment to the publication. Adjust has not yet responded to Bloomberg’s request.

AppLovin is one of the world’s largest marketing platforms, which also has its own gaming business and actively invests in gaming companies. In 2020 alone, the company bought four companies (or shares in them) at once: Machine Zone, Redemption Games, Clipwire Games and Geewa.

As for Adjust, it is an analytical service for working with traffic, which determines the quality of advertising campaigns and helps to identify fraud.