Results of 2021: Mikhail Zaitsev from AppsFlyer about the main thing for the year

We continue to summarize the results of 2021 together with top managers and experts of the gaming industry (and related ones). Next up is an interview with Mikhail Zaitsev, CEO of the AppsFlyer marketing platform in Russia and the CIS.

How did 2021 go for the company?

2021 was a very productive year for AppsFlyer.

We have grown significantly. Globally from 1,000 to over 1,400 employees. In Russia, the team has doubled in size.

Russian Facebook and Telegram channels have been launched, and we have conducted 30 webinars with clients. Separately, I will note the “AppsFlyer in persons” project, when one of the team members briefly talks about himself and his work.

Also this year, the SK360 package was released, which provides full coverage of all aspects of SKAdNetwork attribution. We were also the first on the market to release PredictSK predictive analytics solution, which measures engagement based on early user actions to predict the long-term effectiveness of a campaign.

The big final chord of the year for us, I will call cooperation with Intel, in which the AppsFlyer private cloud is being prepared.

I would like to note that we approached the New Year with the desire to unite all the players of the ecosystem (application developers, advertising networks and technical partners) into a single data infrastructure while preserving the privacy of users.

What event or trend of 2021 do you consider central within your niche?

iOS 14.5 has certainly been a turning point for the industry. Privacy has always been a key priority for us. But Apple’s update has been an incentive for innovation across the ecosystem, and we’re excited to be at the forefront.

The impact of the pandemic is still being felt. At this difficult time, we are helping our clients to go through a period of uncertainty.

As for our team, it continues to work on the principle of Work From Anywhere (“Work from anywhere”) in the most flexible and secure format.

What will be the stake in the development of the company in 2022?

To invest in homomorphic encryption (HE) in order to create a private AppsFlyer cloud together with Intel. This is a powerful new technology that allows you to perform calculations without decrypting data. In the future, we will transfer some of the features of Privacy Cloud to a cryptographic solution.

We hope that 2022 will allow us to do what we love the most: meet offline and communicate closely with our clients in complete safety.