Programmatic Lunch

App Annie rebrands and acquires mobile analytics firm Libring

Tyrone Stewart

App Annie has a new gem logomarkMobile app analytics firm App Annie has acquired Libring, a fellow mobile analytics company, alongside a redesign of its brand.

App Annie will use the acquisition to bring together market data and advertising analytics with the aim of making it easer for mobile publishers and brands to create mobile experiences. The company is looking to go beyond information about downloads, revenue, retention, and usage and now provide ‘revolutionary insights’ against ‘critical metrics’ such as customer acquisition cost, lifetime value, and return on ad spend.

“The most successful companies find a way to capitalise on mobile, yet they have been struggling to maximise its value to their business,” said Ted Krantz, CEO of App Annie. “Today, this requires custom work to stitch together multiple point solutions, spreadsheets, business intelligence teams, agencies and consultants. We are committed to solve this by applying data science and machine learning to automate these composite metrics for brands and publishers.”

Aaron Mahimainathan, chief product officer at App Annie, added: “We estimate spend on mobile advertising to be three times greater than consumer spend on mobile through the app stores. Assessing your own mobile marketing performance data alongside our market data will provide a powerful view for our customers to act on to maximise their success.” 

On the rebranding front, App Annie has a new gem logomark, which it says is a tribute to gaming and “reflects the value that companies gain using accurate and actionable data”.

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