InMobi to Buy Mobile App Insights Firm Appsumer

Mobile marketing and ad platform InMobi has agreed to acquire Appsumer, an insights and analytics platform for mobile app advertisers. Terms of the deal were not disclosed.

London-based Appsumer has developed a self-serve technology platform which aggregates and normalizes cross-channel cost, attribution, revenue, and predictive data and visualizes it in a business intelligence (BI) tool for user acquisition (UA) teams. The firm claims its platform provides a 360-degree view of marketing spend across channels, allowing advertisers to turn complex data into rich insights.

Through the deal, Appsumer's platform, intellectual property and team will support InMobi's content, monetization and marketing stack. Together, the firms intend to build an operating system which will use artificial intelligence (AI) to build predictive capabilities and make understanding user acquisition easier. The Appsumer team will join InMobi, and Shumel Lais (pictured), CEO and founder of Appsumer, will continue to lead the business, which will continue operating independently as a subsidiary within the global InMobi organizational structure.

Abhay Singhal, co-founder of InMobi Group, comments: '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. 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.'

Web sites: www.inmobi.com and www.appsumer.io .