NEWS27 September 2019

App Annie acquires Libring

M&A Mobile News North America Technology

US – Mobile insights and analytics company App Annie has acquired analytics firm Libring for an undisclosed sum.

Libring automates data collection and reporting for app publishers, offering an overview of their advertising revenue and cost performance.

App Annie said it has made the investment to aid clients’ efforts to measure metrics including customer acquisition cost, return on advertising spend and return on investment. 

The acquisition will allow the company to offer advertising analytics in addition to its existing mobile market data, which includes downloads, revenue and active users, meaning users can monitor their performance in terms of advertising and against industry benchmarks.

Ted Krantz, chief executive at App Annie, said: “Our customers have been painfully stitching together multiple point solutions, spreadsheets, BI teams, and agencies to determine return on advertising spend. It’s too hard and it’s too costly. App Annie is committed to changing this paradigm and automating this work through data science and machine learning.”

Aaron Mahimainathan, chief product officer at App Annie, added that the firm will now also be able to offer predictive and prescriptive insights.