"AppsFlyer announced its second-ever “real” acquisition on Wednesday (its first was an acqui-hire in 2018) with the purchase of devtodev, an analytics provider for app and game developers. There are multiple rationales for buying the company, said AppsFlyer CEO and Co-Founder Oren Kaniel. He declined to share the deal price, but he did say all of devtodev’s roughly 25 employees are coming aboard. The more straightforward reason behind the acquisition is because AppsFlyer was impressed by devtodev’s technology, which includes tools to analyze user behavior, run cohort analysis, forecast user lifetime value and track performance. But AppsFlyer is also starting to populate its new Privacy Cloud Marketplace, which is on track to launch sometime next year. Closed beta testing of the marketplace began in October. The purpose of the marketplace is to provide a clean-room-like environment where companies can develop software and run secure data collaboration projects with third-party services