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Berlin's Adjust raises $227m to grow its mobile analytics and anti-fraud business

Jill Petzinger
Jill Petzinger, Germany Correspondent, Yahoo Finance UK
Christian Henschel, CEO and co-founder of Adjust, a Berlin startup specialising in audience measurement and fraud prevention in mobile advertising poses in Berlin, Germany, June 11, 2019. Picture taken June 11, 2019. REUTERS/Fabrizio Bensch

Adjust, a Berlin-based startup that provides audience analytics and cybersecurity tools for mobile marketers announced today that it has raised $227 million (£178 million, €200 million) in an investment round lead by Eurazeo Growth, Highland Europe, Morgan Stanley Alternative Investment Partners, and Sofina.

Adjust said it would use the funding to expand its range of analytics measurement, fraud prevention, and cybersecurity products. Its says its tools are used in more than 25,000 mobile apps, by brands such as IPinterest, Procter & Gamble, Canon, Tencent Games, and Universal Music Group.

Adjust was founded in 2012, has 350 staff in 15 global offices, and says it has been profitable for the last four years.

“This latest round of funding will be instrumental as we continue to unify brands’ marketing efforts, making marketing simpler, smarter and more secure,” said Adjust CEO and co-founder Christian Henschel in a statement.

Eurazeo Growth managing director Yann du Rusquec said in a statement that Adjust is “ideally positioned to further expand its product and footprint throughout 2019 and beyond, cementing its position as one of the most successful global tech champions to come out of Europe.”

Adjust recently acquired a number of other companies as part of its expansion plan, including US data aggregation Acquired and Israeli AI and cybersecurity company Unbotify.

Henschel told Reuters that as mobile advertising grows exponentially, so too does its attraction for “bad actors trying to profit.”

Henschel told the news agency said that fraudsters try to manipulate audience numbers with ‘fake’ clicks, leading advertisers to invest in ads that aren’t attracting real consumers, and that automated bots are infiltrating online games and interfering with in-app purchases.

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