Preference Choice Publication

InMobi expands analytics capabilities with Appsumer acquisition

David Murphy
InMobi Group Co-founder, Abhay?Singhal

InMobi has acquired Appsumer, a performance insights platform for mobile app advertisers. Based in London, Appsumer has been the intelligence platform of choice for performance marketing teams at brands including Miniclip, Picsart and Viber. 

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. On average, Appsumer customers access the platform more than five times each week, making it a central part of their performance marketing operations.   

Appsumer’s self-serve technology platform, intellectual property and team will support InMobi’s end-to-end content, monetisation and marketing stack, enabling marketers to assess their performance marketing spend in one place. 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. He will be joined by the full Appsumer team. 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,” said AbhaySinghal, 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.” 

The acquisition of Appsumer follows last month’s launch of InMobi Telco, which aims to help mobile carriers and handset manufacturers optimise their customer experiences and diversify their revenue streams.