Sensor Tower, a leading provider of data on the digital economy, announced that it has acquired market intelligence platform data.ai for an undisclosed amount. This acquisition will allow Sensor Tower to further broaden and create an industry standard solution in marketing intelligence.
The acquisition of data.ai is a significant evolution for Sensor Tower as it represents an expansion of its customer base to include major brands such as Microsoft, Sky and Bandai Namco which already use data.ai’s mobile app intelligence tools. This is a strategic move for Sensor Tower, which is already a go-to provider for top brands, agencies, gaming publishers and investors, to significantly expand its APAC presence and work with additional Fortune 500 companies. It is expected that the combination of Sensor Tower and data.ai will unlock significant gains in data accuracy, global coverage, and breadth of product offerings to its combined 2,000+ enterprise customers.
This announcement comes at a moment when consumers are spending an increasing amount of time socializing, playing, watching, and shopping across many digital channels. In 2023 consumers spent $130 billion globally on in-app purchases; trends only expected to increase within the digital economy as major platforms such as Google, Meta, TikTok, Instagram, and Snap invest heavily in user acquisition, retention, and monetization.
Sensor Tower’s acquisition of data.ai follows its rapid growth and its successful acquisition of Pathmatics in 2021, which expanded its buyer personas and customer base by providing increased visibility into brand activity and advertising spend in the broader digital landscape. Sensor Tower’s digital intelligence suite is powered by unique and differentiated first-party panel data, with insights delivered to customers on an annual subscription model.
Bain Capital Credit led the financing for the transaction with follow-on from Riverwood Capital and a new investment from Paramark Ventures. William Blair & Company, LLC acted as financial advisor and Simpson Thacher & Bartlett LLP provided legal counsel to Sensor Tower in this transaction.
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