App Annie Buys and Rebrands

App metrics specialist App Annie has acquired mobile analytics firm Libring, for an undisclosed sum, allowing it to provide its mobile publisher and brand clients with market data and advertising analytics side by side.

The firm helps a user base of more than a million app developers to understand the app ecosystem - including downloads, revenue, retention and usage - via its Store Intelligence product; view in-depth analysis of app users' demographics, related apps and sentiment data via Audience Intelligence; and tap a specialist Research & Analysis division. It now says it will provide such metrics as customer acquisition cost (CAC), lifetime value (LTV), and return on ad spend (ROAS).

Libring provides app publishers with a detailed view of monetization, user acquisition and marketing spend via a dashboard. App Annie's RADAR product will now be added to the latter, allowing customers to monitor their own marketing investments and compare with the competition and industry benchmarks.

App Annie has also unveiled a major redesign of its brand, marking an 'expanded strategic vision' and underlining its commitment to be 'the mobile performance standard'. The centrepiece of this is a new 'gem logomark' which the firm says is 'a tribute to gaming and plays to the notion of 'leveling up', as well as representing the value gained from having good data.

Ted Krantz, CEO of App Annie comments: 'The most successful companies find a way to capitalize on mobile, yet they have been struggling to maximize its value to their business. 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'.

The company is headquartered in San Francisco with twelve offices worldwide. Web sites: www.appannie.com and www.libring.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.