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InMobi acquires London-based analytics platform to power performance marketers around the globe

London-based Appsumer, a highly innovative marketing performance and user-acquisition 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, has been acquired by Indian global adtech giant, InMobi.

The acquisition of Appsumer extends InMobi’s recent enterprise expansions. Last month, the Indian company had launched InMobi Telco to help mobile carriers and handset manufacturers optimise their customer experiences and diversify their revenue streams.

Platform of choice for user acquisition teams

Founded in 2015 by young entrepreneur Shumel Lais, the startup has grown rapidly to become the intelligence platform of choice for user acquisition teams at some of the world’s top-grossing consumer mobile apps, including Miniclip, Picsart, Viber and more. And the business was recently named one of the UK’s top 100 startups, ranking 28th.

Empowering marketers

The company’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. Its workspace allows customers a single source of truth to track performance, analyse results and use that data to plan more effective campaigns.

Single source to track performance

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.

What next?

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.”

No-code integrations

“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.