Web and traffic analytics and measurement company, SimilarWeb, has acquired mobile analytics provider, Quettra, for around $10m, though official numbers were not released. Quettra which provides data and measurement insights for app developers to gain a deeper understanding of their audiences, came out of stealth last year and comes with a solid line-up of backers including CrunchFund, Data Collective, Google Ventures, Horizons Ventures, Miramar Digital Ventures and SV Angel. Its platform provides the mobile technology to examine brand affinities, demographics, first impressions to be tailored to users for higher retention rates and higher user activity. It aims to help developers increase their revenue efficiency.
Quettra provides deep insights for app developers
SimilarWeb will be integrating Quettra’s app audience insight tool into its multi-device global market intelligence platform. Or Offer, CEO and Founder, SimilarWeb, explains:
“We are always looking for ways to enhance our platform and incorporate the best talent and were so impressed by the amazing technology that the visionary management team at Quettra was able to develop. By joining forces, we will be able to provide the data that app developers need to better understand their own audience and make better monetisation decisions by out-strategising the competition. Our goal is continued investment in the leading talent and technology to ensure we are the number one player in the mobile and app ecosystem.”
SimilarWeb recently raised $25m led by Naspers, valuing the company at $400m. It has grown its team from 100 to 300 employees this year. As part of the deal, Quettra’s team will join SimilarWeb at its new Silicon Valley office.
Ankit Jain, CEO and founder, Quettra, adds:
“Joining SimilarWeb gives us the opportunity to take our technology to an even wider audience and integrate our mobile intelligence into the cross-device measurement platform that SimilarWeb has built. It’s becoming very clear that the world of marketing needs external market intelligence to properly function and by integrating Quettra into SimilarWeb, we aim to influence the way that business is being done at a global scale.”