InMobi acquires Appsumer to beef up on performance insights

Mobile advertising technology company InMobi is acquiring performance insights platform Appsumer. With Appsumer, mobile app advertisers are provided with a 360-degree view of marketing spend across channels, allowing advertisers to turn complex data into rich insights. Appsumer's CEO and founder Shumel Lais will continue to lead the division, and the full Appsumer team will also join InMobi to ensure client service continuity. 

As third-party identifiers lose their dominance, it complicates the measurement and attribution process for marketers, especially on how marketing channels are performing. With this acquisition, InMobi said Appsumer's self-serve technology platform is set to support InMobi's end-to-end content, monetisation, and marketing stack. This then empowers marketers to assess their performance marketing spend all in one place. Additionally, it also allows customers a single source of truth to track performance, analyse results and use that data to plan more effective campaigns. 

"Joining forces with InMobi potentially represents an exponential growth path for our pioneering technology,” said Lais. According to him, this is an opportunity for Appsumer, to get into the hands of even more developers and marketing teams worldwide. Furthermore, the company is able to leverage its "best of breed offering, making it the default home for growth marketing," explained Lais.  

“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. In fact, he said this solution makes it easy to map all mobile performance media investments to business outcomes. Singhal added that Lais 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.

Additionally, InMobi and Appsumer intend to build an operating system that makes understanding user acquisition funnels easier through the use of AI. By building predictive capabilities into the platform, growth marketers are able to experiment quickly to optimise results from their user acquisition strategies. MARKETING-INTERACTIVE has reached out to InMobi for additional information on the acquisition.

This is not the first acquisition from InMobi. In 2018, the company acquired mobile data and advertising company, Pinsight Media, which was formerly wholly owned by Sprint. The deal is part of a broader strategic partnership between InMobi and Sprint across devices, data, media, and marketing.

Recently, InMobi entered into a long-term strategic partnership with WPP, to build unique benefits for marketers. The partnership leverages expertise from InMobi Group and WPP agencies, including GroupM and Kantar, to help Indian marketers gain insights on and access to over 200 million mobile users in India, and create personalised consumer experiences at scale from access. 

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Photo courtesy: 123RF

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