Apsalar is the leading enterprise marketing analytics solution for mobile app marketers. We allow marketers to effectively measure the performance of mobile marketing, better understand the mobile app audience and share these insights with media partners for more effective acquisition and re-engagement. Apsalar’s unique ability to provide in-depth ROI metrics regardless of where you advertise or how you monetize your app downstream makes it the choice of leading enterprises around the world. Apsalar was founded in 2010 by adtech veterans who previously started and built Kefta into a leading online behavioral targeting solution. After Kefta was acquired by Acxiom, the Apsalar management team leveraged their combined 75 years of adtech and analytics experience to launch Apsalar and bring the leading mobile attribution and intelligence platform to market.

about the company


Philippe Suchet is a serial entrepreneur and investor. He cofounded and ran a couple of companies, in the personalization/behavioral targeting and mobile commerce space, which were respectively acquired by Acxiom and Shopzilla. He's a Board Member and co-founder of Apsalar, a leading provider of mobile analytics and data-powered targeting solutions. Philippe is also an investor and strategic advisor in both Internet companies and real estate properties.

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.

Michael is a tried and true entrepreneur with over 15 years experience crafting and selling companies. Michael is currently the CEO and co-founder of Apsalar, a provider of actionable analytics for mobile apps. As the co-founder and COO of Kefta, Inc., a SaaS provider of online behavioral targeting solutions, Michael was instrumental in growing and shaping the business before its acquisition by Acxiom. After earning his MBA from Harvard to complement his MS in Engineering from École Centrale Lyon in France, Michael was the managing director of GiSMo, a mobile payment startup owned by Millicom International Cellular and a consultant with Altis, a consulting firm now owned by Cap Gemini Ernst & Young in Paris, France.

Apsalar in the press

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.