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Affle to acquire Mediasmart, a mobile programmatic and proximity marketing company in Europe

by Editorial
February 29, 2020
in Advertising, Featured
2 min read
Affle announces the global launch of Appnext OOBE platform powered by the acquisition of DiscoverTech
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New Delhi: Affle (India) Limited, the leading consumer intelligence technology company, today announced the signing of a definitive agreement to acquire Spain headquartered Mediasmart, a self-serve mobile programmatic and proximity marketing platform.

Mediasmart provides advertisers, trading desks and agencies an integrated mobile advertising platform with unique incremental impact measurability for Proximity and App marketing campaigns. Mediasmart’s Proximity marketing solutions allow it to deliver location-targeted campaigns with real-time footfall tracking and offline attribution. It thus enables advertisers who sell offline to isolate, attribute and measure the incremental impact of proximity driven mobile advertising. It also helps App marketers to measure and grow the incremental ROI metrics for their mobile advertising campaigns.

This acquisition carries great strategic merit as it strengthens Affle’s CPCU based platform and business model for omnichannel advertisers, and also enables Affle to expand in tone were developing markets like Latin America and in Mediasmart’s stronghold markets like Europe and US.

Anuj Khanna Sohum
Anuj Khanna Sohum

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 a 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.”

Noelia Amoedo
Noelia Amoedo

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-modeled 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.”

Tags: Anuj Khanna Sohum AffleNoelia Amoedo Mediasmart

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