InMobi to acquire performance insights platform for mobile app advertisers
Martech outfit InMobi is set to acquire Appsumer, a performance insights platform for mobile app advertisers. Appsumer provides a 360-degree view of marketing spend across channels, allowing advertisers to turn data into insights.
Appsumer’s self-serve platform will support InMobi’s end-to-end content, monetisation and marketing stack, providing marketers with a new tool to assess their performance marketing spend.
With the end of third-party identifiers, which is set to complicates the measurement and attribution process of advertising, Appsumer’s workspace allows customers a single source to track performance, analyse results and use that data to plan more effective campaigns.
Together, InMobi and Appsumer intend to build an operating system that makes understanding user acquisition funnels easier by using artificial intelligence (AI) to build predictive capabilities into the platform to help growth marketers more quickly experiment and iterate to optimise results from their user acquisition strategies.
Richard O’Sullivan
“Appsumer gives performance marketers a turnkey hub and spoke solution to aggregate their mobile user acquisition data in one place,” said VP and GM of InMobi Australia and New Zealand, Richard O’Sullivan. “This gives brands the transparency needed to understand their purchase funnel and provide actionable insights to improve performance – something that is even more important since the introduction of Apple’s App Tracking Transparency (ATT) framework removed the mobile identifier.”
Shumel Lais, CEO and founder of Appsumer will join InMobi lead the division, charting its future growth path and product roadmap. The full Appsumer team will join InMobi although Appsumer will continue operating independently as a subsidiary within the global InMobi organisational structure.
The acquisition of Appsumer extends InMobi’s recent enterprise expansions. Last month, InMobi launched InMobi Telco to assist mobile carriers and handset manufacturers optimise their customer experiences and diversify their revenue streams.
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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