Affle acquires Spain's Mediasmart for 5.1 million euros

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 the perfect team, culture and tech platform for Affle to build greater strategic presence in Europe, Latin America and US.

“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,” it said.

This is Affle’s fifth acquisition in two years. 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 ‘Markt’, a platform to expand its O2O commerce business, in March 2018.

Affle Holdings, the Singapore-headquartered parent entity, counts 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 Economic Times.

Affle shares closed at Rs 1794.60 apiece on Friday, down 14% on BSE.