SplitMetrics, a global leader in paid user acquisition (UA) automation and mobile A/B testing, has acquired App Radar, a renowned player in the app store optimization (ASO) arena. The acquisition, announced by App Radar, marks a pivotal moment in the evolution of both companies.

Founded in 2015, App Radar views this acquisition as a remarkable opportunity to elevate app growth on a global scale. The integration of App Radar’s ASO tool into SplitMetrics' product portfolio positions the combined entity to enhance capabilities significantly. This move is expected to benefit app marketers, providing access to a broader range of specialists and expanded services through the amalgamation of the two companies’ agencies.

With a global team of 160 professionals, SplitMetrics manages an annual ad spend exceeding $250 million, serving notable clients such as Babbel, Skyscanner, Glovo, and Rakuten Viber.

The merger of SplitMetrics' UA solutions with App Radar’s ASO platform creates a unified hub, offering app marketers a comprehensive growth engine. This integration aims to bridge existing data silos between ASO and UA, streamlining the growth process for mobile companies.

Max Kamenkov, CEO and co-founder of SplitMetrics, expressed enthusiasm for the acquisition, emphasizing the synergy between the two companies' tools and the creation of a market-leading end-to-end solution. The combined offering is expected to drive substantial growth for their customers.

This strategic alignment reflects the ongoing trend of artificial intelligence (AI) reshaping industries. Both SplitMetrics and App Radar are committed to leveraging advanced AI technologies and Market Insights to impact their customers’ success positively, setting new standards in user acquisition and operational efficiency.

Silvio Peruci, Managing Director of App Radar, highlighted the power of AI-driven marketing techniques, emphasizing that the merger pulls together app marketing data and channels, offering a comprehensive solution to customers.

The global economic impact of AI is estimated to reach $15.7 trillion by 2030. In marketing applications, AI presents endless possibilities, from faster localization to competitor research and optimized ad copy. The collaboration between App Radar and SplitMetrics is positioned to harness these possibilities and contribute to the transformative landscape of app marketing.

Source: adapted from an article by Kürşat Zaman, Writer for Mobidictum.