Singular and Apsalar announced their merger this week into a unified mobile marketing, analytics and attribution platform, and now startup Acquired.io has launched its centralized platform for managing user acquisition for mobile apps.
Based in Foster City, California, and founded in February, Acquired is the latest creation of Andrey Kazakov and Max Gannutin. They were the founders of app marketing data firm AppScotch, which was acquired last year by app analytics firm AppAnnie.
Their new platform — Acquired’s first product — allows a marketer to manage app user acquisition campaigns that promote installs across various channels, including a dozen ad networks and environments like Google, Facebook and Snapchat.
At launch, the supported mobile ad networks include Vungle, AdColony, Unity Ads and Chartboost, and a total of 50 are expected by year’s end. Attribution partners like Tune and AppsFlyer provide those kinds of stats.
A mobile marketer can import creative assets for various ad units, deliver the assets to ad networks for campaigns, allocate campaign budgets to specific ad networks, define bids, manage and discover channels and create rules for automation. Rules can specify, for instance, that campaigns with ROI of under 20 percent should reallocate their budgets to more effective ad channels. Here’s a screen for budget reallocation:
And here’s a screen of campaign results:
Kazakov says that Acquired is the first platform to “allow advertisers to act where their data is,” with both data aggregation and campaign management for app installs.
There are others that enable this aggregation and management, he said, but they’re focused on Facebook, Twitter and similar closed environments. And analytics or atttibution platforms, he said, show the data but don’t allow marketers to directly modify their campaigns as a result.
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