Indian mobile advertising platform InMobi has acquired UK AdTech Appsumer.
The London-based performance insights platform for mobile app advertisers claims to provide a 360-degree view of marketing spend across channels.
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.
Its clients include Miniclip, Picsart, Viber and more.
Together, InMobi and Appsumer intend to build an operating system that makes understanding user acquisition funnels easier by using artificial intelligence to build predictive capabilities into the platform to help growth marketers more quickly experiment and iterate to optimise results from their user acquisition strategies.
Appsumer will continue operating independently as a subsidiary within the global InMobi organisational structure.
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Shumel Lais, CEO and founder of Appsumer, will join InMobi and 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 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.”