Apsalar is now part of Singular. Singular enables data-oriented marketers to connect, measure, and optimize siloed marketing data, giving them the most vital insights they need to drive ROI. The unified analytics platform tracks over $7 billion in digital marketing spend to revenue and lifetime value across industries including commerce, travel, gaming, entertainment and on-demand services. Singular customers include companies like Lyft, Yelp, Match Group, Walmart, LinkedIn and Zynga. Singular is backed by General Catalyst, Thomvest Ventures, Method Capital, Translink Capital, DCM and Telstra Ventures. For more information, visit https://www.singular.net/ or email [email protected]

about the company


Michael Oiknine is CEO & founder at Apsalar, a leader in mobile and omni-channel data management. Using the Apsalar DMP, marketers can conduct attribution and measurement of marketing effectiveness, manage profiles and perform analytics and segmentation, and connect and share their data and segments with other marketing partners and platforms. Apsalar’s platform is embedded on 2.1 billion devices and tracks more than 20 billion user actions per month. Key clients include Movile, Target, 7-Eleven, Natural Motion, Intuit, Hotel Urbano, and The Times of India. Prior to founding Apsalar, Michael earned his MBA from Harvard and was a former co-founder and COO of Kefta, Inc., a provider of online behavioral targeting solutions, acquired by Acxiom in 2007.

Philippe Suchet is a serial entrepreneur and investor. He cofounded and ran a couple of technology companies, in the personalization/behavioral targeting and mobile commerce spaces, which were respectively acquired by Acxiom and Shopzilla. He's an active real estate investor and developer. He's a mentor at numerous tech accelerators, and a tech investor and strategic advisor.

Before pursuing his passion for mobile analytics with Apsalar, Fazal honed his engineering, research and development skills as the co-founder and CTO of Kefta, Inc., acquired by Acxiom in March 2007. He led the integration of Kefta’s technology into the Acxiom platform post-acquisition. Before founding Kefta, Fazal graduated with a MS in Engineering from the École Polytechnique and a MS in Telecommunications from Telecom ParisTech in France. Fazal started his career with France Telecom R&D researching Internet payment and e-commerce systems, and then became Deputy VP of Engineering and lead architect for their retail ISP division. His architecture helped Wanadoo scale to become the largest ISP in France. He later served as VP of Operations for EuroNet Internet BV in the Netherlands.

Apsalar in the press

May 18, 2017

Google adds more ads to Play Store, and other app ads news from I/O

Google will now show app ads on the Google Play Store home page and app listings pages. More ads in Google Play StoreThe new ad placements are included in an “Ads suggested for you” carousel when users scroll down the page. Smart Bidding in Universal App CampaignsGoogle is expanding its automated Smart Bidding strategies to Universal App Campaigns. Universal App Campaigns allow developers to run a single app install campaign across Google Play, Search, YouTube, Gmail and the Display Network. Smart Bidding will roll out in Universal App Campaigns over the coming months.

May 17, 2017

I/O Developer Conference: Google Lays Out Its Vision For An AI-Driven World

In this world, Google Home recognizes your voice so that when you say, “Call mom,” it gets your mother on the phone and not your mother-in-law. All of that subsequent communication – checking order status, re-ordering or looking at past orders – would happen in Google Assistant. Google Lens, announced at I/O, is Google’s attempt to make the visual world searchable. But that is the world Google, Amazon, Facebook, et al. New features for Firebase: Firebase is Google’s open-source cloud-based platform for helping developers more easily build apps.

April 14, 2017

As Devs Flock To F8, Facebook Still Rules The App Install Roost

That’s a tough combo to beat, said Michael Oiknine, CEO of mobile attribution company Apsalar, a Facebook marketing partner. A report from Citi estimated that mobile app-install advertising accounted for 17% – or $2.9 billion – of Facebook’s total ad revenue in 2015. Assuming Citi’s approximated percentage held last year, mobile app-install ads would top $4.4 billion in 2016. Spend on Facebook dynamic ads, including mobile app-install formats, increased 164% between Q4 2015 and Q4 2016 across Facebook desktop, mobile and Audience Network, according to Nanigans, another Facebook marketing partner. For one, until recently, buying mechanisms for app-install ads on Facebook weren’t as “sophisticated” as Vartanian and his acquisition team wanted.

March 24, 2017

Match To Its Attribution Partners: ‘Your Reporting Sucks. Fix It.’

Which is why Match approached its mobile measurement and attribution partners, including AppsFlyer, with an observation, a challenge and a request: “Your reporting sucks. The direct result is Pivot, an analytics tool that lets developers unify their data sources and run advanced analytics. Like Match, other advertisers are also turning to their attribution providers for more than just attribution, in large part because the in-app event and user data generated at the attribution provider level, which is highly proprietary, isn’t something they feel all that comfortable sharing. Topps, for example, increasingly wants to keep its user data close to the vest. The sports trading card company started using Apsalar for mobile attribution, and now also taps the platform for segmentation, analytics and making its audiences available for activation.

Feb. 6, 2017

Facebook And Twitter Ditched Their Dev Platforms At The Same Time – But For Different Reasons

Whereas Facebook seems to have outgrown its app developer platform, Parse, Twitter more likely shut down its dev toolkit Fabric in a bid to slim down and focus on its future survival. In January, Twitter sold Fabric to Google and Facebook officially pulled its support of Parse one year after announcing its intention to do so. But back in the day, Facebook and Twitter were banking on developers. “The problem is that only a small percentage of these businesses get big enough to need to spend money on their ad products, so they remain cost centers,” Katz said. While Twitter focuses on its future existence, Facebook is focusing on the future in general, Bell said.

Jan. 27, 2017

App Success Is Shifting From Downloads To Engagement

As app downloads slow down due to a maturing ecosystem (dropping 20% among the top 15 US pubs, according to a mid-2016 Nomura/SensorTower report), developers are turning to a new success metric: Usage. “Usage is the new currency for the app economy, not downloads, because downloads just tell you that first part of the story,” said Danielle Levitas, head of research at App Annie. The app market is all about is lifetime value, engagement and reengagement, because that’s when the monetization happens. But not all engagement is created equal, Manning said, and the metrics necessary to track engagement are nuanced. The metrics used for tracking engagement should also be different depending on the app, and developers need to be smart about what signals they collect.

Nov. 30, 2016

In A Marketing Cloud Space Full Of Goliaths, Apsalar Wants To Be Its Mobile David

With mobile marketing automation sizzling and VC cash flowing , Apsalar is looking to capitalize. On Wednesday, the mobile attribution platform added an audience distribution layer to its stack, effectively enabling its clients to combine the data with the doing. It’s also cost-effective to combine execution and data.” The Apsalar cloud is comprised of four components: mobile attribution (the company’s historical bread and butter), analytics, audience segmentation and audience distribution. But why does the world need another marketing cloud? There’s a healthy market for its cloud platform among brands with big mobile presences, Oiknine said.

Nov. 11, 2016

Bing Ads starts testing app install ads in the US

Bing Ads has launched a test for app install ads in the US. The search ads link directly to an app’s download page on either Apple’s App Store or Google Play, store depending on the device the user is on. During the pilot, app install ads are available in the web interface, for Bulk Upload and in the API, but not Bing Ads Editor. In the interface, an App install ad option is available in the ad type field to create new ads for those participating in the pilot. To track installs from these ads, app developers will need to set up tracking with one of Bing’s certified partners: Appsflyer, Kochava, Tune and Apsalar.

Nov. 9, 2016

Pinterest adds measurement, data vendors to its Marketing Partners program

On Wednesday, Pinterest added marketing measurement and data companies to its Marketing Partners (née Marketing Developer Partners) program. A quick refresher on Pinterest’s Marketing Partners program: Pinterest introduced the program in April 2015 as a way to open up its automated tools to post content and buy ads on its platform, but only to certain companies on whom Pinterest would effectively bestow its own “Good Housekeeping Seal of Approval.” Facebook and Twitter operate similar programs. A year and a half since the program’s launch, more than half of Pinterest’s ad revenue comes from brands buying its ads through these approved Marketing Partners, according to Pinterest’s blog post published on Wednesday. And brands using Moat — but only brands using Moat — will be able to measure whether their ads on Pinterest actually had a chance to be seen. Pinterest is also adding companies that help advertisers apply their own data when targeting ads.

Nov. 9, 2016

Pinterest Is Adding 15 Ad-Tech Companies to Beef Up Its Data and Measurement Game

Pinterest has long claimed it moves the needle for brands in terms of sales and conversions, and now the company is inviting more ad-tech partners to its platform to prove it. Today, the visual-sharing site is revamping its 16-month-old advertising program that gives tech companies access to its API to include 15 new players. Formerly known as Marketing Developer Partners, the name of Pinterest's new program has been shortened to Marketing Partners. Most notably, measurement and audience-minded tech companies are now getting their hands on Pinterest data. The site's existing partnerships with Oracle Data Cloud and Millward Brown Digital, which will be included in the measurement side of the program.

Feb. 23, 2016

mXpresso launches mFilterIT fraudulent app install detection service

App install fraud is estimated to cost the industry up to $6.3 billion per annum.Mobile app install fraud is a massive challenge for the app industry. In India, where mXpresso is based, recent industry studies ranked India as having the world's second highest fraudulent app install rate. NEW DELHI: mXpresso, a leading end-to-end mobile advertising services company , has announced the launch of mFilterIT, a new service designed to help advertisers detect and prevent fraudulent mobile app installs . mFilterIT provides a deterministic and scientific technology to verify each app install. "We've created mFilterIT to enable app entrepreneurs to feel confident in their install measurement and improve marketing efficiency," he said.

Jan. 27, 2016

Apsalar Introduces Uninstall Attribution-PR Newswire Asia-Newswire

"Apsalar uninstall attribution is available at no additional cost to existing Apsalar Attribution clients. About ApsalarApsalar is the leading mobile app marketing measurement and optimization company that helps app marketers drive maximum return from all their marketing investments. "Uninstall attribution is one of the missing link metrics for today's app marketers," said Michael Oiknine, cofounder and CEO of Apsalar. Cohort Comparisons: By comparing the relative uninstall rates of different user segments, they can make smarter decisions about future acquisition and remarketing campaigns. SAN FRANCISCO, Jan. 27, 2016 /PRNewswire/ -- Apsalar, the app ROI platform that helps mobile-first marketers drive extraordinary growth, today announced that the company has incorporated uninstall attribution measurement into its popular Apsalar Attribution analytics offering.

Jan. 26, 2016

Apsalar Tool Aims To Help Publishers Understand Why Users Uninstall Apps

Oiknine also sees the uninstall attribution tool as a way to create – or suppress – targeted audiences. “Uninstalls are sometimes connected to fraudulent installs, so we’re able to use the attribution tool for fraud detection,” Gangrade said. Ola Cabs, which uses Apsalar as its mobile measurement provider, has been testing the uninstall attribution tool to figure out which of its marketing program and partners are driving quality users – and which are taking advantage or cutting corners. The reasons are often related to fraud, unreliable ad networks that produce low-quality users, low-performing geographies or problems with app functionality. Did they uninstall after time had passed and they’d generated some revenue or did they immediately uninstall after downloading?

Jan. 14, 2016

Is Mobile Immune From The VC Funding Drought? (Not Exactly)

That’s also the plan at mobile app analytics company App Annie, which announced $63 million in fresh funding on Thursday led by Greenspring Associates. Some say the ad tech venture capital funding well may be running dry, but mobile-centric companies still seem to be doing all right. “But my feeling is that ad tech is really quite dried up now. Founded in 2010, App Annie started raising cash in 2011 and has done so every year since, including a $55 million Series D in January 2015. “Over the past couple of years, mobile’s been somewhat insulated from the general sentiment around ad tech, at least on the private side,” said Michael Katz, CEO and co-founder of mParticle.

Dec. 24, 2015

7 App Launch Strategies Startups on a Shoe String Budget Should Use

a) In App User MetricTells you about your user behaviour within your App, helps you understand user motivations, triggers and helps you improve your App experience. App Store DistributionI always encourage companies to make available their apps across a larger gamut of App stores. Once your App is indexed, mobile users who search for content related to your App can see an install button to your Android App in Search results. These review sites have a set of panels who review your mobile App and publish the review. Appslib : Claimed to be the second largest android App store after, Google play.

Dec. 10, 2015

Hong Kong has the highest mobile app and click fraud rate

Dec. 9, 2015

Click Fraud In India Is Almost At The Tipping Point – But For Now, It’s Still The Wild East

Times Internet houses a host of apps that run the gamut from entertainment to news to utility. It should be someone actually converting inside an app,” said Deepak Abbot, head of mobile growth at Times Internet, the digital product arm of Indian media titan Times India Group. “Right now, advertisers feel OK because they want to show growth, which they’re getting easily with false clicks,” Abbot said. They want more traffic and they want more transactions and it’s making them less strict about click fraud. There is a lot of VC money flowing in focused on growth, and in India, growth means more and more users.

Dec. 9, 2015

Mobile App Install Fraud Is a Worldwide Concern

Mobile app install fraud is a growing issue for many, and especially for Asia-Pacific and Middle Eastern countries that top the list for highest click fraud. Hong Kong has the highest mobile app install fraud rate, 5.64 times the world average, followed by the Netherlands and Kuwait. Similarly, Germany, France, Italy, Japan, Spain, New Zealand and Norway also had the lowest click fraud index in May 2015. India, Kuwait, Malaysia, Vietnam and Saudi Arabia also topped the highest click fraud index back then. This was based on a global rate of 3.13 fraudulent and unexplained clicks per deliberate click leading to a mobile app install.

Dec. 2, 2015

Mobile Ad Fraud Matures On Android

When it comes to mobile ad fraud, everything old is new again. And a number of mobile-specific hustles are starting to come into their own, including in-app purchase fraud, forced mobile redirects and APK fraud, a relatively new phenomenon that’s picking up steam. Search for “APK apps” on Google, for example, and tons of websites show up where people can go to download bootlegged Android apps. (Hence, APK fraud. APK, which refers to “Android Application Package,” is the file extension the Android operating system uses to distribute apps and middleware.

April 25, 2012

OpenUDID claims early consensus in UDID replacement battle

[source: OpenUDID In the competition to come up with an industry standard replacement to UDIDs , Appsfire is claiming an early lead.The company is pushing its open source OpenUDID technology , which is cross-platform, open - in terms of being capable of being shared by different companies in the ecosystem - and contains an user opt-out.The only issue is that it uses the device clipboard in a way in which it wasn't designed, and that there are plenty of other replacement alternatives.Still, with consensus likely to proceed slowly, the news that OpenUDID is being used by 16 companies, plus Appsfire itself, puts it in a strong position.Key supporters include the likes of W3i, Tapjoy, Apsalar, SponsorPay, Greystripe, AdColony, Adfonic and MoPub, which has just released research that suggests a 100 percent accurate device ID is worth around 18c of eCPM to the industry.Significantly, though, while some of these companies are supporting OpenUDID, they're not doing so exclusively.Adfonic, for example, is part of the rival ODIN working party , which has its own ODIN1 standard , while Fiksu's Craig Palli told PocketGamer.biz that he thought the industry would eventually use a first party cookie Also most of its supporters are ad mediation and monetisation companies rather than the larger advertising networks who will have a large part to play in the replacement decision.