Reports confirm that App Annie, a mobile app analytics firm has announced the acquisition of Libring, a fellow mobile analytics company, along with rebranding the firm.

Sources familiar with the matter informed that App Annie aims to bring together market data and advertising analytics through this acquisition, with an aim to make it easier for brands and mobile publishers to create mobile experiences.

The company is not only looking to provide information about revenue, downloads, retention, and usage but also provide revolutionary insights against critical metrics such as lifetime value, customer acquisition cost, and return on ad spend.

According to CEO of App Annie, Ted Krantz, the most successful companies can easily find a way to capitalise on mobile, but still they have been striving to maximise its value to their business. Today, this entails custom work to bind together several point solutions, business intelligence teams, spreadsheets, consultants, and agencies.

The company is committed to solve this solution by applying machine learning and data science to automate these composite metrics for publishers and brands, Krantz said.

Apparently, game publishers are aimed to continuously innovate and lead the way in both mobile advertising and app store performance. Gaming partnerships are also on the rise worldwide, whether across the console space or mobile gaming, especially with expanding 5G efforts.

Chief product officer of App Annie, Aaron Mahimainathan states that the company officials anticipate expenses on mobile advertising to be three times more than consumer spend on mobile through the app store. Assessing the own mobile marketing performance data along with the company’s market data will offer a powerful insight for the customers to act on to maximise the success level.

The ability to better recognize benchmark and market trends using higher level metrics will be of high value for the company and for any other company which is working in the mobile app economy, Chris DeWolfe, CEO of Jam City said.

App Annie also unveiled a new gem logomark, which defines a tribute to gaming and exhibits the value that companies gain using actionable and accurate data.

Source Credit: https://mobilemarketingmagazine.com/app-annie-rebrands-acquires-libring-mobile-analytics