App Annie is constructing on final yr’s acquisition of analytics firm Libring with the launch of a brand new model of Libring, rebranded as App Annie Ascend.
CEO Ted Krantz informed me that whereas Ascend will probably be bought to current App Annie prospects, the actual hope is to succeed in “a dramatically totally different market” as App Annie strikes past simply offering app market information by providing promoting analytics as effectively — significantly for recreation publishers and different firms on the provision aspect of the advert trade.
Krantz argued that with cellular platforms and browsers including extra limitations to person monitoring (most lately with Apple’s announcement that it’s going to give customers the flexibility to say no app advert monitoring), “the room goes to get fairly darkish” for advertisers — creating a possibility for App Annie’s method of mixing broader market information with a writer’s personal first get together information.
To obtain this, Ascend provides what Krantz stated are “a whole lot of connectors” to tug information from the totally different platforms like AdColony, Unity and Chartboost, permitting prospects to see these information units “aspect by aspect.” Krantz emphasised that this information could be very a lot for the shopper’s personal use and will probably be “quarantined” from App Annie’s bigger market information, at the very least initially.
“Over time, we’ve the flexibility to open that up [for] benchmarking information,” he stated, including that this method is a part of what makes Ascend distinctive: “You’ve obtained to have that benchmarking information out of your peer group. Without the market information, you possibly can’t be sure you’re making the proper calls.”
Companies already utilizing Ascend embrace Reddit and Jam City.
”Ascend takes away the burden of integrating, sustaining and continually updating dozens of APIs, permitting us to give attention to what issues: attaining our KPIs and enhancing our campaigns,” stated Reddit’s director of selling Spiros Christakopoulos in an announcement. “ Thanks to the important insights Ascend gives, by way of its effectively designed reporting instruments, it has grow to be an important a part of our advertising and marketing analytics infrastructure.”
App Annie acquires analytics agency Libring, bringing adtech-related insights to its platform