SplitMetrics, a US startup specializing in app growth solutions, has acquired App Radar, an Austrian app marketing and analytics platform, in a seven-figure all-cash deal.

SplitMetrics said the acquisition creates the industry’s largest platform providing AI powered services including paid user acquisition (UA), app store optimization (ASO), conversion rate optimization (CRO) and data analytics. SplitMetrics and App Radar will continue to operate as separate brands, and provide services to more than 1,000 customers across Europe and the UK, North America and the APAC region.

SplitMetrics, which has a global team of 160, currently manages over $250m in ad spend annually. Its customers include Babbel, Skyscanner, Glovo, and Rakuten Viber. App Radar specializes in app store optimization and automation for 30,000 app developers and marketers, including Degiro, ProCamera, Chatterbug and Cronometer. It monitors more than 30m keywords on app stores each day.

SplitMetrics said the acquisition is part of a wider strategy to capitalize on the growth of AI-enabled marketing. Its aim is to become an AI company that provides holistic services for apps that break down the barrier between UA, ASO and CRO. By removing silos, it said, businesses will be better able to leverage their data and use AI automation to dramatically improve efficiency, effectiveness and insights of their app marketing campaigns.

App Radar has a range of very powerful tools that are fully complementary to our own,” said SplitMetrics CEO and Co-founder, Max Kamenkov. “By combining these services, we can offer a market-leading, end-to-end solution that will drive incredible growth for our customers.

“Due to the impact of AI, the days of siloed app marketing solutions are numbered. There is likely to be a lot of consolidation and change in the industry. This is because there is so much to be gained through AI automation and the creation of holistic services that can combine and leverage marketing data all in one place. Put simply, there’s a huge opportunity within app marketing to create a one stop shop that meets every need. Our tie up with App Radar creates this solution and marks an exciting new era in SplitMetrics’ journey.”