App Annie is constructing on last year’s acquisition of analytics company Libring with the launch of a new variation of Libring,

rebranded as App Annie Ascend. CEO Ted Krantz told me that while Ascend will be offered to existing App Annie consumers, the genuine hope is to reach” a considerably different market”as App Annie moves beyond simply providing app market information by using marketing analytics as well– especially for game publishers and other companies on the supply side of the advertisement market.

Krantz argued that with mobile platforms and browsers adding more constraints to user tracking (most recently with Apple’s announcement that it will provide users the ability to decline app advertisement tracking), “the space is going to get quite dark” for advertisers– creating an opportunity for App Annie’s technique of combining wider market information with a publisher’s own very first party information.

To attain this, Ascend offers what Krantz said are “numerous adapters” to pull data from the different platforms like AdColony, Unity and Chartboost, permitting customers to see these information sets “side by side.” Krantz emphasized that this information is very much for the consumer’s own use and will be “quarantined” from App Annie’s larger market information, a minimum of initially.

“Gradually, we have the ability to open that up [for] benchmarking information,” he said, adding that this approach belongs to what makes Ascend special: “You’ve got to have that benchmarking information from your peer group. Without the marketplace information, you can’t be certain you’re making the right calls.”

Business currently using Ascend consist of Reddit and Jam City.

“Ascend takes away the concern of integrating, maintaining and constantly updating dozens of APIs, enabling us to focus on what matters: attaining our KPIs and improving our campaigns,” said Reddit’s director of marketing Spiros Christakopoulos in a declaration. “Thanks to the critical insights Ascend provides, by means of its well designed reporting tools, it has actually become a vital part of our marketing analytics infrastructure.”

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.