What: Beijing-based Spearhead Integrated Marketing Communication Group has completed its acquisition of San Francisco-based Smaato Inc. and Smaato Holding AG for US$148 million.
Why it matters:Smaato and Spearhead are moving forward with the expansion of the leading global real-time mobile monetization platform.Smaato will retain its branding and name and remain largely independent within Spearhead.
Beijing-based Spearhead Integrated Marketing Communication Group has completed its acquisition of San Francisco-based Smaato Inc. and Smaato Holding AG, the independent global real-time advertising platform for mobile publishers and app developers, for US$148 million. The acquisition was secured through an M&A fund invested by one of Spearhead’s fully-owned subsidiaries, and formally closed today following signatures and regulatory approval.
With the growth of mobile advertising worldwide, and particularly in the Asia-Pacific region, the partnership between Smaato and Spearhead is synergistic and timely. With Smaato’s cutting-edge mobile monetization platform and global reach to 1 billion monthly unique mobile users outside of China, Spearhead now opens the door for Chinese brands to run international mobile campaigns and reach high-value users as they expand their businesses abroad.
Spearhead offers Smaato an anchor in China and the greater APAC region to more effectively reach these burgeoning mobile- and app-first markets, and the resources to accelerate the development of new, innovative mobile advertising technology, products and services. Smaato now has greater access to the 1 billion mobile users in China – representing the world’s second largest mobile advertising market – which bolsters their position as the leading independent global real-time mobile advertising platform.
Smaato CEO and co-founder Ragnar Kruse said in a statement, “Ever since we opened our APAC office six years ago, China has been a very important market for us to cultivate, and increasingly we have seen Chinese brands eager to reach international audiences. That’s what makes our partnership with Spearhead such a successful model, in that both sides are helping each other strategically advance their businesses.”
Smaato will retain its branding and name and remain largely independent within Spearhead. However, to unlock synergies between Smaato and Spearhead, a new integration team has been formed to fully leverage the scale and strategic potential of this partnership by creating an end-to-end marketing technology solution that opens new frontiers and capabilities in global advertising. With the deal now closed, Smaato and Spearhead can focus on the long-term strategy and execution of scaling the world’s leading independent mobile monetization platform with the ability to reach every mobile user, no matter their device or location.
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