Israeli adtech unicorn AppsFlyer to cut 100 roles as it eyes US public listing
AppsFlyer seeks to streamline products and invest in AI tools; Innoviz, a maker of sensors for self-driving cars, will cut 9% of its workforce to save $12 million in 2025
Sharon Wrobel is a tech reporter for The Times of Israel.
Israeli marketing analytics unicorn AppsFlyer said it is trimming 7 percent of its workforce, which will affect 100 employees, as it streamlines some of its operations and plans to increase investment in AI tools.
Founded in 2011 by Israelis Oren Kaniel and Reshef Mann and headquartered in Herzliya, AppsFlyer has built a data software platform used by companies such as Coca-Cola, Nike, eBay, and Visa to process, analyze, and measure user response data on mobile advertising to help gauge the success of marketing campaigns.
AppsFlyer has development offices in Herzliya and Haifa and employs 1,400 people across 20 global offices out of which two-thirds work in Israel. Its customers include Waze, Alibaba, HBO, and NBC, and its tools are integrated in over 10,000 tech partners, including Facebook, Google, Twitter, Salesforce, and Apple Search Ads.
“By becoming leaner… with fewer layers, we can make decisions faster, execute more effectively, and allocate resources to the most impactful projects, products and initiatives,” said CEO Kaniel. “As part of this shift, we are streamlining product development to emphasize scalability and usability.”
“By investing in AI tools, models, and team training, we are positioning our teams for long-term success in this rapidly evolving landscape,” he added.
The operational efficiency measures come as AppsFlyer is said to be gearing up for an initial public offering (IPO). The adtech firm has been working with Goldman Sachs, JP Morgan, and Bank of America to explore an IPO with a target to raise around $300 million, according to a Bloomberg report in June.

“An optimized cost structure enhances our ability to deliver value and achieve operational excellence,” said Kaniel. “This ensures financial strength while improving equity value for our current and future shareholders.”
AppsFlyer generates about $400 million in annual revenue from the sale of software as a service for advertising management. To date, the firm has raised a total of about $300 million in funding from investors including Salesforce Ventures, General Atlantic, Eight Roads, Qumra Capital, Pitango, Goldman Sachs, and Magma.
AppsFlyer is joining a list of local tech companies announcing streamlining measures, including layoffs, in recent months as they restructure their operations to become more efficient, while others, mainly smaller startups are forced to cut costs for fear of running out of funds as they struggle to raise capital during the challenging 16-month war period.
Israel’s Innoviz Technologies, a maker of sensors for self-driving cars, also announced late on Tuesday that it is reducing its headcount by about 9% and will be laying off 30 employees to cut costs.
The Rosh Ha’ayin-based company, which employs about 400 workers, mainly in Israel, said the layoffs are part of a streamlining process to extend the “company’s cash runway and accelerate its progress towards profitability and free cash flow generation.”
The Nasdaq-listed Israeli company expects to save about $12 million in costs in 2025 as a result of the workforce reduction. It is the second round of layoffs in about a year after Innoviz announced at the end of January 2024 that it was trimming 13% of its headcount.

The “actions are the result of a thoughtful process to realign the company’s development efforts to more closely match the needs of our customers, streamline our cost structure, and extend our cash runway as we continue to target start of production for customers in 2026,” said Innoviz co-founder and CEO Omer Keilaf. “Looking ahead, we remain confident in our ability to achieve our long-term goals and position Innoviz to reach profitability.”
Founded in 2016, Innoviz makes LiDAR (light detection and ranging) sensors that it says help automakers improve their vehicles’ safety, perception, connectivity and experience. The sensors provide accurate images of the vehicles’ surroundings through object detection, classification and tracking at long distances. LiDARs have become a critical element of advanced driver assistance systems (ADAS) and autonomous vehicles (AVs).
The laser sensor developer recently disclosed a collaboration with US chip giant Nvidia and announced in December that Jerusalem-based maker of autonomous vehicles Mobileye will deploy its LiDAR system for its platform. Innoviz’s technology and software are also used by Volkswagen’s autonomous vehicles, by German carmaker BMW for its fully electric iX autonomous car program, and by Samsung Electronics’s Harman International Industries.