App Annie picks up mobile advertising analytics provider

Mobile market data and analytics provider App Annie will acquire mobile advertising analytics company Libring in a move the company says will help mobile publishers and brands to view market data and advertising analytics side-by-side.

Why we should care

Mobile execution and engagement is a critical component of many brands’ success. And with mobile ad spend projected to double to $375 billion globally by 2022, marketers can expect their organizations to double-down on analytics to show return on their investments.

By making this data more easily accessible to marketers, publishers and brands, App Annie users should be able to gain visibility into key metrics they need to. According to the company, customers will be able to better understand customer acquisition costs, lifetime value and return on ad spend.

“The most successful companies find a way to capitalize on mobile, yet they have been struggling to maximize its value to their business,” said Ted Krantz, CEO of App Annie. “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.”

More on the news

• In November 2018, the company launched App Annie Labs to increase product development.
• Earlier this year, App Annie released Mobile Web, a platform which provides insights on mobile customer journeys.
• The company also announced in March that its annual recurring revenue has surpassed $100 million.

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About The Author

Jennifer Cannon

Jennifer Videtta Cannon serves as Third Door Media's Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.