Apsalar raises $5m in funding for mobile analytics and targeting

US firm adds Don Butler to board as it scales up to compete with Flurry and others.

US startup Apsalar has raised $5 million of first-round funding for its mobile analytics and behavioural targeting service. Thomvest Ventures led the round, with participation from Battery Ventures, DN Capital and other existing investors.

The company focuses on app developers, with an SDK to help them analyse usage of their apps, while pushing out personalised offers and content to the people using them.

Thomvest MD Don Butler is joining Apsalar's board as part of the round. "User-level analytics and behavioral targeting is going to support the growth that mobile developers and publishers need as they look to gain more value out of their app users," says Butler in a statement.

"Apsalar's focus on discovery analytics paired with actionable strategies for engagement, retention and monetisation enables publishers to gain a greater return on investment and increase the lifetime value of their users."

The company will compete with Flurry, Distimo, Tapjoy and other companies around the mobile analytics and/or offers space.