Apsalar, a leading mobile measurement & intelligence platform and certified Facebook Mobile Measurement Partner (MMP), announced today that it will exit the programmatic media business to focus all development resources on its analytics and audience management platform.
According to Michael Oiknine, CEO of Apsalar, “Our programmatic media business has been a strong growth driver to date, but after experiencing triple-digit growth in our mobile attribution and analytics offerings, it’s clear we need to focus our efforts where we’re most differentiated and add the most value.” Planned enhancements to their mobile measurement platform include enhanced user profiling with deeper insights into user demographics, offline & cross-platform CRM integrations, predictive audience modeling, plus key integrations with data, technology and media providers.
In support of the recent decision Oiknine stated, “One resounding theme in the market is that marketers need a measurement solution they trust implicitly. The perceived conflict of interest between measurement and media undermined that trust. Given the state of mobile advertising, and how underserved savvy enterprise marketers are in our space, the choice to focus exclusively on measurement and audience management was an easy decision.”
Apsalar’s mobile measurement & intelligence platform currently manages over 1.5 billion device profiles across 25,000+ apps. Leading brands including NaturalMotion, 7-Eleven, LivingSocial, and 1-800-Flowers.com leverage Apsalar’s technology for their mobile measurement and audience management.
“We are excited about this re-focus on attribution and audience management for Apsalar” said Amit Shah, Vice President of Online, Mobile & Social at 1-800-Flowers.com. “Apsalar’s willingness to listen and support our needs coupled with a quality product make them a great partner for 1-800 Flowers.”
Apsalar provides mobile measurement & intelligence solutions for mobile app & enterprise marketers, allowing them to effectively measure marketing efforts, identify their best mobile customers, and build high-performing audiences for user acquisition, look-alike modeling, and retargeting. Apsalar has raised $17M from top-tier venture capital firms including DCM, Thomvest Ventures, Battery Ventures, and DN Capital.