Affle India has announced that it has signed a deal to acquire Tel Aviv-based Appnext, to strengthen the app recommendation technologies across the mobile industry. As part of the martech acquisition deal, Affle would acquire 66.67 percent of Appnext Singapore, and later on acquire 100% equity ownership. Together, Affle and Appnext are expected to merge their intelligence platform with app discovery and recommendation solutions to drive seamless experiences on mobile devices.

Currently, Appnext has a user base of over 300 million, earning 20+ on-device interactions via B2B OEM partnerships. Today, Appnext is delivering 4 billion app recommendations daily.

Appnext Timeline is Now Part of Affle’s Global Consumer Data Suite

By earning the tag of being an Affle company, Appnext will have a chance to acquire and expand new consumers across the Asian subcontinent. Appnext Timeline, its patented app user intelligence technology, is a unique solution that puts across accurate app recommendations using predictive intelligence and behavioral data analytics. From millions of apps, mobile users can see the most relevant apps on their screen, thus improving mobile user experience, enhancing engagement and delivering reliable mobile ROI on every advertising campaign.

Appnext Timeline Technology uses AI and Machine Learning (AI ML) capabilities in its real-time ECPM prediction system. The Appnext AI ML algorithms can “predict existing and new data entities and ECPM performance in order to serve the most relevant adverts with the highest yields.”

Strong Signal to CPCU Business Models: Focus on Delivering ROI for Advertisers

Last week, Affle announced their Q1 2020 results, registering a healthy revenue growth in its Cost Per Converted User (CPCU) business.

Affle’s CEO had signalled that the company would continue with its long-term business goals and objectives, even as present COVID-19 uncertainties failed to derail their market share.

At the time of this announcement, Anuj Khanna Sohum, the Chairman, MD and CEO at Affle said “Affle2.0 will focus on building sustainable market leadership in India as well as enhancing our competitive advantage globally through our technology innovations. The Appnext platform transforms ads into app recommendations as a service for consumers and thus strengthens our CPCU business model by enabling greater ROI for advertisers.”

Appnext Founder Elad Natanson revealed the force and mission behind this agreement with Affle India.

Elad said, “Appnext has built a robust platform that is deployed by leading global OEMs, on-device partners and thousands of apps. India and SEA are our biggest business markets and we are proud to have been recently ranked amongst the leading discovery platforms in these incredible regions. This deal would allow us to further strengthen our position and provide us a greater platform for global growth. I would like to thank our team, customers and partners for their continued support, and looking forward to our long-term collaboration together with Affle.”

Currently, Affle’s Consumer platform is used by online & offline companies for measurable mobile advertising, its Enterprise platform helps offline companies to go online through platform-based app development, enablement of O2O commerce and through its customer data platform.

Source: Affle (India)