- Leading mobile market data and analytics company App Annie recently announced it is buying Libring. These are the details.
App Annie — a leader in mobile market data and analytics — announced it has acquired mobile analytics company Libring. With the acquisition, App Annie will be the first to present market data and advertising analytics side by side thus making it easier for mobile publishers and brands to create winning mobile experiences. And App Annie also announced a major redesign of its brand to mark the first step in its expanded strategic vision and reflect its commitment to be the mobile performance standard.
Brands and publishers have been relying on App Annie for downloads, revenue, retention, and usage data. And the company now aims to provide revolutionary insights that customers can quickly understand and execute against the full range of critical metrics that drive their business like customer acquisition cost (CAC), lifetime value (LTV), and return on ad spend (ROAS).
“The most successful companies find a way to capitalize on mobile, yet they have been struggling to maximize its value to their business,” said App Annie CEO Theodore Krantz. “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.”
Mobile ad spend is projected to double to $375 billion globally in 2022. And CMOs and CEOs are eager to maximize advertising return on investment (ROI).
“We estimate spend on mobile advertising to be three times greater than consumer spend on mobile through the app stores,” added Aaron Mahimainathan, the Chief Product Officer at App Annie. “Assessing your own mobile marketing performance data alongside our market data will provide a powerful view for our customers to act on to maximize their success.”
Game publishers have been consistently innovate and leading the way in both app store and mobile advertising performance.
“App Annie delivers a wealth of data and insights that we rely upon to make decisions which help drive the growth of our business,” explained Chris DeWolfe, the CEO of Jam City. “The ability to better identify market trends and benchmark using higher-level metrics will be of great value for us and any company working in the mobile app economy.”
As part of the rebranding, App Annie launched a new gem logomark. This is a tribute to gaming and plays to the notion of “leveling up.” And it also reflects the value that companies gain using accurate and actionable data.
