INSUBCONTINENT EXCLUSIVE:
MUMBAI: Affle India, the BSE-listed consumer intelligence company, has acquired Spanish mobile advertising technology company Mediasmart for
5.1 million Euros in an all cash deal.
Mediasmart provides a self-serve mobile programmatic platform with unique incremental impact
measurability for proximity and app marketing campaigns.
Affle said that the acquisition carries a great strategic merit as Mediasmart has
marketing programmatic platform strengthens our omnichannel platform to enable marketers to drive incremental online and offline conversions
Last year, it had acquired US-based mobile marketing company RevX and Singapore based online-to-offline (O2O) platform Shoffr.
Affle also
bought brand, retargeting and push notification businesses and platform of marketing technology startup Vizury in September 2018, and
among its investors Microsoft, D2C (the digital advertising and marketing company established jointly by NTT DoCoMo, Dentsu, and NTT
Advertising), Itochu, Centurion Investment Management and Bennett Coleman - Co
Ltd, which publishes The TheIndianSubcontinent.
Affle shares closed at Rs 1794.60 apiece on Friday, down 14% on BSE.