Despite being less than two months into this New Year, the number of acquisitions and mergers taking place in the realm of mobile analytics continues to escalate.
Just this week, Integral Ad Science, a provider of advertising intelligence for buyers and sellers of digital media, acquired UK-based mobile ad serving and analytics company Simplytics.
MMW was briefed on the deal and told that this strategic acquisition “allows Integral to add mobile verification for both in-app and mobile web campaigns to its suite of solutions, now providing media quality coverage and viewable ad measurement across all screens.”
Both companies confirmed that all employees of Simplytics will join Integral at its London-based European headquarters.
Following the expansion of its video solution, this acquisition positions Integral as the only company to offer ad verification across all digital channels: display, mobile, and video.
“Mobile, especially in-app, has been a black box to marketers,” explains Scott Knoll, CEO of Integral Ad Science. “At Integral we’re committed to providing a truly comprehensive and integrated solution set for our clients across the advertising ecosystem. We are going to bring the same level of transparency that our customers have come to expect from display and video to mobile. We believe that by providing these tools to everyone in the marketplace, we will increase the overall value of the digital advertising industry.”
