Adjust is a global mobile app measurement and marketing analytics platform, helping marketers measure, optimise and protect their campaigns worldwide. Founded in Berlin in 2012 by Christian Henschel and co-founders, Adjust’s platform helps mobile developers understand their users’ journey and make smarter decisions through measurement, attribution and fraud prevention — powering apps with built-in intelligence and automation, backed by global customer support. Its suite makes marketing simpler, smarter and more secure for over 50,000 apps including global brands such as SoundCloud, Rakuten and Tencent.

In 2021, Adjust was acquired by AppLovin (Nasdaq: APP) in a deal valued at approximately $1 billion — the largest exit in Berlin’s adtech scene at the time — retaining its brand and culture while operating as a distinct company within AppLovin’s global technology platform. AppLovin’s resources have fuelled one of the fastest release cycles in the mobile measurement category: recent innovations include Growth Copilot (its AI assistant, with scheduled AI reporting added in 2026), Pulse automation with grouped workflow logic and Teams alerts, InSight incrementality measurement using synthetic control groups, and the strongest connected-TV measurement among full-suite MMPs. Adjust operates from 16 offices worldwide with hundreds of employees, and its market reach includes Africa — where it serves the continent’s fast-growing app economy across fintech, gaming, e-commerce and super-apps, and publishes widely used market data through its annual Mobile App Trends report, drawn from one of the largest datasets in mobile.