This week has already been a busy one in the world of mergers and acquisitions (M&A), as key industry players in digital marketing, including Facebook, Marin Software, and Alliance for Audited Media (AAM), have made strategic moves to grow their businesses.
Facebook Acquires Finnish Mobile Data Plan Start-Up
Facebook has agreed to purchase Pryte, a Helsinki-based company that was established last year. Financial details of the deal were not disclosed.
The start-up sells short-term mobile data allowances. By using Pryte’s data passes, consumers without wireless data plans can download mobile apps like Facebook and Twitter.
The deal seems to be in line with Facebook’s mission of connecting people in underdeveloped countries to the Internet.
Marin Software to Power Its Display and Social Advertising Capabilities
Marin Software, provider of a Web-based revenue acquisition management platform, has acquired Perfect Audience, a San Francisco-based display and social retargeting company.
The deal is worth $22.8 million, comprised of approximately $5.4 million in cash and $17.4 million in common stock. In addition, Marin Software will provide continuing Perfect Audience employees $2.7 million of equity retention.
The acquisition adds to Marin Software’s programmatic display and social advertising capabilities. Under the agreement, Marin Software can combine real-time search intent data with behavioral and other data sources to better target audiences across Facebook and Twitter, as well as mobile and other display ad placements.
AAM Merges With ImServices
Two leading advertising audit service providers have merged to a single independent organization in order to address key challenges in interactive advertising.
AAM is a nonprofit that delivers audited cross-media metrics and ImServices is a highly respected group made up of digital audit experts. For past few years, ImServices has also managed the Interactive Advertising Bureau’s (IAB) International Spiders and Bot list. Under the agreement, ImServices will become part of AAM.
Following the merger, the combined organization has launched Certified View, a new service that aims to help advertisers and tech vendors make sure their ads’ viewability metrics are in accordance with IAB certification and Media Ratings Council (MRC) accreditation.
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