Earlier this year ad network and monetization platform Applovin bought marketing measurement firm Adjust in a billion-dollar deal. Now InMobi, another major ad network and mobile monetization platform, has purchased Appsumer, a marketing performance measurement company.
“In the absence of device identifiers like IDFA, marketing data becomes more complex and difficult to comprehend,” Navin Madhavan, VP and GM for our Growth Marketing Solutions for InMobi told me via email. “The loss of IDs also has created nuances around how channel and attribution tools report performances, creating inconsistency. Given the changes in the ecosystem, we believe it is important to have intelligent platforms that can bring together data into a single destination and thus make life easier for developers.”
Madhavan is talking about iOS 14.5, in which Apple introduced new privacy mechanisms that essentially deprecated advertising identifiers on iPhones and iPads that allow advertisers, ad networks, and measurement platforms monitor performance and track devices from ad views to clicks to app installs. Deprecating ad identifiers like IDFA means third-party data flows are being bottled up, reducing information marketers have to make advertising decisions as well as the data ad networks have to target those ads to different audiences.
Mobile marketers widely believe Google will introduce something similar, if not quite as hard core, in future version of Android.
In response to this shift to privacy, mobile adtech and marketing companies have been consolidating. Liftoff and Vungle recently merged, Digital Turbine bought Fyber, Zynga bought Chartboost … according to LUMA Partners, seven adtech company mergers, acquisitions, or IPOs valued over $1 billion happened in the first quarter of 2021 alone.
Consolidation brings more first-party data under one roof, making bigger ad platforms smarter about which ads work best for which smartphone owners. Smarter should equate to better targeting and therefore higher advertising ROI, resulting in more revenue for the new, bigger, more efficient ad giants.
Financial details of this transaction were not disclosed.
But InMobi is a major global player in adtech, app monetization, telco solutions for monetization, and more. And Appsumer had significant customers such as the communications platform Viber and photo/video/design platform Picsart.
Appsumer will run independently, an InMobi representative told me, but will be part of the solution InMobi offers to performance marketing clients to help them evolve out of the home-grown measurement solutions.
The acquisition gives InMobi a wide range of mobile-focused solutions: content, app monetization, marketing stack tools, ad targeting tools, an ad exchange, a demand-side platform for advertisers, an InMobi set of tools for app publishers, plus telco solutions for connecting with their customers and monetizing their mobile experience beyond the monthly or pay-as-you-go bill.
The goal is a full-meal-deal mobile growth solution:
“Together, InMobi and Appsumer intend to build an operating system that makes understanding user acquisition funnels easier by using artificial intelligence (AI) to build predictive capabilities into the platform to help growth marketers more quickly experiment and iterate to optimize results from their user acquisition strategies,” the company said.
Connecting the dots between marketing and revenue.
“Appsumer brings a next-generation approach for advertisers to better understand the efficacy of their marketing efforts across multiple channels that growth marketing teams employ daily,” Abhay Singhal, Co-Founder of InMobi Group and CEO of InMobi Marketing Solutions, said in a statement. “The solution makes it easy to map all mobile performance media investment to business outcomes.