App data firm App Annie adds advertising analytics with AppScotch acquisition

Barry Levine on
  • Categories: Channel: Mobile Marketing, Internet Marketing Industry: Acquisitions, Mobile Marketing
  • App Annie, herself (from the website)

    App analytics provider App Annie is continuing its acquisition streak, with the announcement this week that it has acquired app marketing data firm AppScotch.

    CEO Bertrand Schmidt told me that his company’s platform had been “focused on data from app stores, [like] rankings and ratings.” Last year, he pointed out, App Annie began to add usage and engagement data.

    Now, he told me, the AppScotch acquisition will allow an expansion into ad-focused analytics, adding the ability to answer questions such as which creative approaches are most popular for app-related ads and which ad channels are being used.

    The AppScotch technology will be integrated into App Annie’s upcoming Marketing Intelligence product, he said, which is targeted for a June launch.

    In 2014, the San Francisco-based App Annie, considered a leading source of app-related data, bought Netherlands-based mobile analytics firm Distimo. Last year, it picked up Canada-based mobile measurement vendor Mobidia. App Annie’s customers include Google, Baidu and Samsung.

    Also headquartered in San Francsico, AppScotch was founded in 2013 and has a small staff. Terms of the deal were not announced.

    App Annie recently enlarged its Singapore office to address the booming Asia Pacific market. In its most recent funding round in January, the company raised $63 million.

    About The Author

    Barry Levine
    Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.