InMobi acquires insights platform Appsumer, bolsters performance marketing solutions for brands

InMobi x Appsumer

Singapore –  Independent marketing cloud company, InMobi, has just announced the acquisition of Appsumer, performance insights platform for mobile app advertisers, to bring unified intelligence to mobile marketing and deeper understanding of marketing effectiveness.

Appsumer offers marketers no-code integrations with more than 100 marketing channels, customizable dashboards for clients to build and track goals and KPIs, and daily processing of marketing data for more accurate measurement and informed decision making. Through the acquisition, Appsumer’s self-serve technology platform, intellectual property, and team will support InMobi’s end-to-end content, monetization, and marketing stack, as well as 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 will allow customers a single source of truth to track performance, analyze results, and use that data to plan more effective campaigns.

Furthermore, InMobi and Appsumer will be building an operating system that makes understanding user acquisition funnels easier by using AI to build predictive capabilities into the platform, helping growth marketers more quickly experiment and iterate to optimize results from their user acquisition strategies.

Shumel Lais, Appsumer’s CEO and founder, will also be joining InMobi and will continue to lead the division, charting its future growth path and product roadmap. The full Appsumer team will be joining InMobi to ensure client service continuity and further develop and support the analytics and automation offering under the InMobi umbrella.

Commenting on the acquisition, Lais said that joining forces with InMobi potentially represents an exponential growth path for their pioneering technology.

“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,” said Lais.

Meanwhile, Abhay Singhal, the co-founder of InMobi Group and CEO of InMobi Marketing Solutions, shared that 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. 

“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,” said Singhal.

Appsumer will continue to operate independently as a subsidiary within the global InMobi organizational structure.

The acquisition of Appsumer comes after the recent launch of InMobi’s InMobi Telco, aimed at helping mobile carriers and handset manufacturers optimize their customer experiences and diversify their revenue streams.

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