App Annie announced that it has acquired mobile analytics company Libring as per an email. The company hopes to bolster its mobile data and analytics offering for publishers and brands through the acquisition.
At the same time, App Annie unveiled a major redesign of its brand to highlight its strategic vision and mobile performance standard commitment.
“The most successful companies find a way to capitalise on mobile, yet they have been struggling to maximise 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.”
With mobile ad spend estimated to double to $375 billion worldwide in 2022, CMOs and CEOs are looking to maximise return on investment. App Annie aims to provide new insights such as customer acquisition cost (CAC), lifetime value (LTV), and return on ad spend (ROAS).
“We estimate spend on mobile advertising to be three times greater than consumer spend on mobile through the app stores,” said Aaron Mahimainathan, 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 maximise their success.”