Mobile advertising measurement platform AppsFlyer has taken its overall investment total to $28 million, after a successful Series B financing round which saw the firm raise $20 million courtesy of Fidelity Growth Partners Europe (FGPE), Magma Venture Partners, and Pitango Venture Capital.

The company's technology, which allows clients to measure and analyse their ad campaigns across morew than 800 integrated mobile ad networks, including on Facebook, Google and Twitter, and can be found in 90 percent of smartphones, with AppsFlyer's NativeTrack SDK boasting over 4 billion installs.

Equipping the client

There's a certain level of caution with which some advertisers regard the mobile medium, despite eMarketer's predictions that mobile ad spend will reach a global total of $64 billion this year and $158 billion by 2018.

And it is these fears that AppsFlyer intends to assuage, with its tools which allow the measurement, analysis, and optimisation of campaigns.

“Our mission is to empower advertisers with unbiased information and to give them the marketing toolbox they need to conduct smarter, more effective mobile marketing,” said AppsFlyer CEO and co-founder Oren Kaniel.

Fully on board

The strength of this strategy clearly paid off in the funding round, as Gaurav Tuli of FGPE joins AppsFlyer's board of directors.

“AppsFlyer is uniquely positioned to provide the mobile industry with a platform that empowers mobile marketers to succeed in the competitive app economy,” said Tuli.

“We are very impressed with AppsFlyer’s management team, technology base and the traction it has gained to date, and we are proud to make a significant investment that will ensure they remain the market trailblazer for years to come.”