Deal Brings Unified Intelligence to Mobile Marketing and Deeper Understanding of Marketing Effectiveness; Improves Business Performance for Global Advertisers
InMobi, a leading provider of content, monetisation and marketing technologies that help businesses fuel growth, today announced that it has entered into a definitive agreement to acquire Appsumer, a performance insights platform for mobile app advertisers that provides a 360-degree view of marketing spend across channels, allowing advertisers to turn complex data into rich insights. Based in London, Appsumer has been the intelligence platform of choice for performance marketing teams at consumer brands, including Miniclip, Picsart, Viber and more. The company was funded by Galvanise Capital and named a Top 100 UK start-up.
Appsumer’s self-serve technology platform, intellectual property and team will support InMobi’s end-to-end content, monetisation and marketing stack and empower marketers to assess their performance marketing spend all in one place. With third-party identifiers losing their dominance, which complicates the measurement and attribution process, it’s more important than ever that marketers have a clean, crisp view of how their marketing channels are performing. Appsumer’s workspace allows customers a single source of truth 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.
Shumel Lais, CEO and Founder of Appsumer joins InMobi and will continue to lead the division, charting its future growth path and product roadmap. The full Appsumer team will join InMobi to ensure client service continuity and further develop and support the analytics and automation offering under the InMobi umbrella. Appsumer will continue operating independently as a subsidiary within the global InMobi organisational structure.
“Appsumer brings a next-generation approach for advertisers to better understand the efficacy of their marketing efforts across multiple channels that growth marketing teams employ daily,” said Abhay Singhal, Co-Founder of InMobi Group and CEO of InMobi Marketing Solutions. “The solution makes it easy to map all mobile performance media investment to business outcomes; Shumel and his team are well-known industry leaders and visionaries in their field and will play an instrumental role in driving InMobi’s next wave of growth and innovation.”
“Joining forces with InMobi potentially represents an exponential growth path for our pioneering technology,” said Lais. “I’m excited that Appsumer has the opportunity to get into the hands of even more developers and marketing teams worldwide to leverage our best of breed offering, making it the default home for growth marketing.”
Appsumer’s platform offers marketers no-code integrations with more than 100 marketing channels, customisable dashboards for clients to build and track goals and KPIs, and daily processing of marketing data for more accurate measurement and informed decision making. On average, Appsumer customers access the platform more than five times each week, making it a central part of their performance marketing operations.
The acquisition of Appsumer extends InMobi’s recent enterprise expansions. Last month, InMobi launched InMobi Telco to help mobile carriers and handset manufacturers optimise their customer experiences and diversify their revenue streams.
About InMobi
InMobi is the leading provider of content, monetisation, and marketing technologies that help fuel growth for industries around the world. The company’s end-to-end advertising software platform, connected content and commerce experiences activate audiences, drive real connections, and diversify revenue for businesses everywhere. With deep expertise and unique reach in mobile, InMobi is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. Incorporated in Singapore, InMobi maintains a large presence in San Francisco, London, and Bangalore and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, and Dubai. To learn more, visit www.inmobi.com
About Appsumer
Appsumer is built for performance marketing teams at consumer mobile apps who want to accelerate user acquisition more effectively. The platform aggregates and normalises cross-channel cost, attribution, revenue, and predictive data and visualises it in an easy-to-use business intelligence (BI) tool for user acquisition (UA) teams. This gives marketers a single tool where they can make more effective optimisation decisions and improve performance. Appsumer has been recognised as one of the top 100 UK-based startups and won industry awards including Digiday’s Best Mobile Marketing Platform. Its platform powers user acquisition teams at top-grossing consumer mobile apps worldwide including Lovoo, Miniclip, Trainline, Huuuge Games, and Picsart.