InMobi to buy UK-based Appsumer as part of its expansion

CIOReviewIndia | Wednesday, 13 October 2021, 09:11 IST

5Adtech firm InMobi stated it has signed a definitive agreement to buy Appsumer, a UK-based performance insights platform for mobile app advertisers, for an undisclosed amount.

Appsumer, which offers a 360-degree view of marketing spend across channels, counts apps such as Miniclip, Picsart and Viber as its clients. The acquisition of Appsumer covers InMobi’s recent enterprise expansions. Last month, InMobi launched InMobi Telco to aid mobile carriers and handset makers optimise their customer experiences and diversify their revenue streams.

“Appsumer brings a next-gen approach for advertisers to better understand the efficacy of their marketing efforts across multiple channels that growth marketing teams employ daily,” stated Abhay Singhal, cofounder of InMobi Group and chief executive of InMobi Marketing Solutions.

The company added that with third-party identifiers losing their dominance, which complicates the measurement and attribution process, it’s more important than ever those marketers have a clean, crisp view of how their marketing channels are performing.

Shumel Lais, founder and CEO of Appsumer, will join InMobi and continue to lead the division, along with his full team. Appsumer will continue operating independently as a subsidiary within the global InMobi organizational structure.

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