India: InMobi to acquire UK-based analytics platform Appsumer

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Marketing technologies provider, InMobi, has signed a definitive agreement to acquire performance London-based insights platform for mobile app advertisers, Appsumer, for an undisclosed amount, the company said on Wednesday.

With the acquisition, InMobi and Appsumer intend to build an operating system that helps understanding user acquisition funnels better and leverages artificial intelligence (AI) to build predictive capabilities which allow growth marketers to experiment fast and iterate to optimize results.

Founder Shumel Lais, along with the Appsumer team will join InMobi to ensure client service continuity and further develop and support the analytics and automation offering under the InMobi umbrella. Appsumer will continue operating independently as a subsidiary within the global InMobi organizational structure.

“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,” said Abhay Singhal, co-founder of InMobi Group and chief executive officer of InMobi Marketing Solutions.

“The solution makes it easy to map all mobile performance media investment to business outcomes; Shumel and his team are well-known industry leaders and visionaries in their field and will play an instrumental role in driving InMobi’s next wave of growth and innovation,” Singhal added.

Appsumer’s platform offers marketers no-code integrations with more than 100 marketing channels, customizable dashboards for clients to build and track goals along with daily processing of marketing data for more accurate measurement and informed decision making.

On average, Appsumer customers access the platform more than five times each week, the company said.

“Joining forces with InMobi potentially represents an exponential growth path for our pioneering technology. I’m excited that Appsumer has the opportunity to get into the hands of even more developers and marketing teams worldwide to leverage our best of breed offering, making it the default home for growth marketing,” said Lais.

Earlier, Mint had reported that InMobi Pte. Ltd, was gearing up for its public market debut in the US as early as the last quarter of calendar year 2021 at a valuation of about $16 billion.

InMobi Group’s mobile advertising technology entity was looking to raise between $800 million and $1.2 billion through an initial public offering (IPO).

This article was first published on livemint.com

Singapore Reporter/s

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Following vacancies can be applied for (only in Singapore).

Following vacancies can be applied for (only in Singapore).   

  • A reporter to track companies/startups that have raised private capital, and have the potential to become unicorns. SEA currently has over 40 companies with a valuation of over $100 million and under $1 billion.
  • A reporter who can get behind the scenes and reveal how funding rounds are put together, or why they’ve failed to materialise. She/he in this role will largely focus on long-format stories. 
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Singapore Reporter/s

In Singapore, we are looking to double our reporting team by this year-end to comprehensively cover the fast-moving world of funded startups and VC, PE & M&A deals. We want reporters who can tell our readers what is really happening in these sectors and why it matters to markets, companies and consumers. The ability to write precisely and urgently is crucial for these roles. Ideal candidates must have to ability to work in a collaborative, dynamic, and fast-changing environment. We want our new hires to be digitally savvy and ready to experiment with new forms of storytelling. Most importantly, we are looking for hard-hitting reporters who work well in a team. Collaboration and collegiality are a must.

Following vacancies can be applied for (only in Singapore).

Following vacancies can be applied for (only in Singapore).   

  • A reporter to track companies/startups that have raised private capital, and have the potential to become unicorns. SEA currently has over 40 companies with a valuation of over $100 million and under $1 billion.
  • A reporter who can get behind the scenes and reveal how funding rounds are put together, or why they’ve failed to materialise. She/he in this role will largely focus on long-format stories. 
  • A journalist to track special situations funds, distressed debt and private credit (from the PE angle) across Asia.