oolo

Niche AI-powered automation tool for mobile UA teams, acquired by AppsFlyer to extend its platform into campaign optimization

oolo was an AI-driven platform designed to automate and optimize user acquisition (UA) and monetization strategies for mobile app publishers and developers. The company leveraged machine learning algorithms to analyze campaign performance data, identify optimization opportunities, and autonomously adjust bidding strategies, budgets, and targeting parameters — reducing the manual workload on UA managers while improving return on ad spend (ROAS). Founded in Israel, oolo positioned itself as an intelligent automation layer on top of existing UA workflows, integrating with major ad networks and measurement platforms to provide real-time decisioning. Its technology was particularly valued for its ability to surface anomalies, automate routine optimizations, and provide actionable insights across large-scale mobile advertising campaigns, making it relevant for mid-to-large mobile app companies managing complex multi-channel UA operations. In December 2023, AppsFlyer — the leading mobile measurement and attribution platform — acquired oolo in an all-stock deal, signaling AppsFlyer's intent to move beyond measurement into active campaign optimization and growth intelligence. The acquisition brought oolo's AI automation capabilities into AppsFlyer's ecosystem, complementing its attribution data with prescriptive optimization tools. Following the acquisition, oolo's technology and team were integrated into AppsFlyer's product suite.

• 2020Founded