InMobi to acquire UK-based Appsumer as part of its expansion drive

Bengaluru: Adtech firm InMobi said it has signed a definitive agreement to buy Appsumer, a UK-based performance insights platform for mobile app advertisers, for an undisclosed amount.

Appsumer, which provides a 360-degree view of marketing spend across channels, counts apps such as Miniclip, Picsart and Viber as its clients. The acquisition of Appsumer extends InMobi’s recent enterprise expansions. Last month, InMobi launched InMobi Telco to help mobile carriers and handset makers optimize their customer experiences and diversify their revenue streams.

“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 CEO of InMobi Marketing Solutions.


The company added that with third-party identifiers losing their dominance, which complicates the measurement and attribution process, it’s more important than ever that marketers have a clean, crisp view of how their marketing channels are performing.

"Given the large set of advertisers we already work with on the app downloads and performance side globally, our intention is make sure we take this platform in the hands of more and more developers and build it into an operating system for our performance marketing clients.," said Navin Madhavan, VP, Growth Platforms at InMobi.

Shumel Lais, CEO and Founder of Appsumer, will join InMobi and continue to lead the division, along with his full team. Appsumer will continue operating independently as a subsidiary within the global InMobi organizational structure.