What: Open ad management platform company Sizmek has acquired Aerify Media, a company that specializes in mobile tracking and retargeting, for US $6.25 million in cash.
Why it matters: Following this deal, Sizmek adds mobile expertise and proven mobile in-App and web tracking technology to open ad stack.
Sizmek Inc. , a open ad management platform company servicing over 5,000 agencies and with representatives in 48 countries, has announced the acquisition of Aerify Media, a company that specializes in mobile tracking and retargeting, for US $6.25 million in cash. However, it is not projected to have a material impact on Sizmek’s 2014 not so generous financial results, with a modest 7% YoY increase to US $44 million.
According to Zismek CEO Neil Nguyen, the company had to struggle with a lower-than-expected performance in North America and Asia Pacific due to a “reduction in advertising from airlines in light of the two Malaysia Airlines tragedies.” That was not the case in LATAM and EMEA, where there was a double-digit growth.
Now, the entire Aerify Media team will be joining Sizmek and its’ technology will be fully integrated into the Sizmek MDX platform, strengthening the company’s mobile, tracking, attribution and retargeting solutions across mobile and other channels.Follow the acquisition, Sizmek will now offer app marketers the ability to drive app install strategies and attribute installs back to media channels, as well as helping them with mobile retargeting strategies that drive app users back to purchase a product or to reengage with content in app.
Sizmek will now offer app marketers the ability to drive app install strategies and attribute installs back to media channels, as well as helping them with mobile retargeting strategies
The Aerify Media platform allows e-commerce companies to send any type of customer data from their mobile apps, mobile websites and even desktop sites to a single source. Aerify then builds profiles around those consumer behaviors so advertisers can target those users, attribute cross-screen view and click actions to a purchase or other action. Aerify’s SDK and APIs help marketers understand how a customer interacts inside their apps.
“Sizmek acquired Aerify Media to strengthen our technology platform, adding mobile expertise and talent to the company,” said Neil Nguyen, CEO and President of Sizmek.
Mobile commerce focus
The problem in North America was due to inactivity in rich media on desktops, as most clients focused investments in video and mobile. Mobile revenues grew 58% and in-stream video revenue grew 101% YoY, adexchanger reported. The increase in video occurred mainly due to an investment in CPG and retail verticals, as well as interest from the mid-market.
Through Aerify, Sizmek acquires new capabilities in the exploding mobile app market.
“Given the exponential growth of mobile advertising, this move bolsters our position as a leading global advertising technology platform across all screens ,” added Nguyen.
“By connecting the Aerify mobile tracking and retargeting capabilities to Sizmek’s cross channel ad serving and attribution capabilities, marketers will be able to take advantage of more advanced campaign strategies that will drive ROI. We now will be able to offer innovations such as multi-screen dynamic creative optimization while continuing to manage and analyze return on ad spend for our clients’ cross screen campaigns, all through a single dashboard,” said Steven Woolway, President and CEO of Aerify Media.