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App Annie Makes “Tactical” Purchase of AppScotch to Further Ad Insights

App Annie Makes “Tactical” Purchase of AppScotch to Further Ad Insights


App Annie, the San Francisco-based app data and insights platform, has acquired app marketing company AppScotch to lift its analytical potential.

This latest purchase comes at an undisclosed amount and chalks up the third buyout for App Annie in two years, having acquired the Dutch firm Distimo in 2014, and Canadian group Mobidia in 2015.

This also follows a Series E funding round for the app specialist in January, which saw it gain $63 million, bringing total investment up to approximately $157 million.  

App Annie now boasts over 425 employees across 15 global offices. Despite such a hefty presence, co-founder and CEO Bertrand Schmitt said in an interview with TechCrunch earlier in the year that the group remains “non-profitable by design”.

This is a result of overheads deriving from its rapidly-growing staff count - 500 is the end of year target - and ambitious expansion strategies. Still, Schmitt has claimed that mergers don’t fall into the bigger picture; instead representing one its “tactics” to ensure App Annie has the right offerings to satisfy its growing client base.

“Sometimes we build internally, but if we can find good value somewhere else, why not? A bigger war chest ensures we can react quickly if we see interesting opportunities.”

New insight

The acquisition of AppScotch will allow the group to provide additional metrics and visibility to advertisers on the platform, allowing them to improve their understanding of the most efficient marketing channels.

Commenting on App Annie’s most recent acquisition, Schmitt said: “The AppScotch team shares our passion for apps and has developed some exciting complementary technology.

“App Annie is developing its next wave of innovative products that clients will find invaluable in planning their app development and marketing strategies and this acquisition supports this development.”

App Annie has chosen to shun any speculation that this speight of acquisitions should suggest it is on the brink of going public, adding that it “definitely” will not be seeking an IPO in 2016.

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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