Consumer intelligence technology firm Affle has acquired mobile programmatic and proximity measurement firm mediasmart, headquartered in Spain. This is their first acquisition in Europe.
This acquisition carries a great strategic merit as it strengthens Affle’s CPCU based platform and business model for omnichannel advertisers, and also enables Affle to expand into newer developing markets like Latin America and in mediasmart’s strong hold markets like Europe and US.
Commenting on this development, Anuj Khanna Sohum, the Chairman, MD and CEO at Affle said “We are excited to announce our 1st acquisition in Europe and welcome the mediasmart team on-board at Affle. mediasmart has the perfect team, culture and tech platform for Affle to build greater strategic presence in Europe, US & Latin America. Their proximity marketing programmatic platform strengthens our omnichannel platform to enable marketers to drive incremental online and offline conversions in both developed and emerging markets.”
Talking about it, Noelia Amoedo, the Chief Executive Officer at mediasmart commented “We are thrilled to join forces with the Affle team to strategically strengthen our complementing platforms and to achieve greater global scale together. Over the last few years we have successfully re-modelled our tech differentiation around incrementality for app marketing and proximity marketing campaigns. I would like to thank our team, customers and partners for their continued support, and we shall look forward to greater collaboration ahead.”
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