Get the most important digital marketing news each day.
Singular merges with Apsalar to form ‘unified analytics platform’ for mobile
The merger adds Singular’s media and marketing analytics to Apsalar’s attribution and segmenting.
Singular and Apsalar announced this week they are merging to create “a unified analytics platform” for mobile analytics and attribution.
Singular’s platform utilizes feeds from 1,600+ media partners, marketing tools and attribution providers for both mobile apps and mobile web. Every day, the San Francisco-based company says, it measures and optimizes data from over 7 million campaigns.
Apsalar, on the other hand, collects and attributes “customer data to ad clicks or views” for ads relating to mobile apps. Additionally, it segments audiences by behavior and then makes those segments available for retargeting.
In a statement, Singular CEO Gadi Eliashiv said that “building native attribution and audience management into Singular has always been a key part of our plan.”
Now, Singular will have a mobile attribution stack built in, connecting marketing data to customer data. Eliashiv says that Singular tracks data both from tracking tags on the front end and from partner platforms, thus providing a more complete view of a campaign effort than competitors.