App analytics firm, Sensor Tower, has acquired rival Data.ai in a bid to create a powerhouse that could dominate the sector and provide an industry-standard solution in marketing intelligence.

As part of the acquisition, both companies will remain as standalone offerings for now, with no additional changes affecting customers planned.

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However, Sensor Tower added that as part of the deal, it is laying off several employees from Data.ai’s team.

Sensor Tower, CEO Oliver Yeh, said: “Beyond the platform infrastructure and customer integration, Sensor Tower’s leadership team will stay intact and manage the combined company.

“As we unite Sensor Tower and data.ai, we are eager to incorporate new team members. This merger also necessitates optimising our team structure. We are committed to providing assistance and resources to our departing colleagues during this transition.”

He added: “Today we celebrate the beginning of a new and exciting chapter, not only for Sensor Tower but for the digital marketing and mobile app intelligence industry.”

This comes as consumers are steadily increasing the amount of time they spend socialising, playing, watching and shopping across digital channels, with an increased activity on platforms such as Google, Meta, TikTok, Instagram, and Snap having heavily invested in user acquisition, retention, and monetisation.

Data.ai CEO Ted Krantz added: “Since 2010, data.ai has helped some of the finest brands and publishers globally to optimise their mobile performance. This evolution offers the best path to innovation, more insights across more channels, and ultimately, more value derived by clients.

“As we unite Sensor Tower and data.ai, we are eager to incorporate new team members. This merger also necessitates optimising our team structure. We are committed to providing assistance and resources to our departing colleagues during this transition.”