InMobi acquires Appsumer to boost performance marketing offer

Marketing technology firm, InMobi has acquired Appsumer, a performance insights platform for mobile app advertisers. Based in London, Appsumer works with brands such as Miniclip, Picsart and Viber.

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. 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.

Abhay Singhal, CEO, InMobi Marketing Solutions