Global performance marketing company Matomy Media Group Ltd. has acquired Florida affiliate MobAff, which will be integrated with Matomy subsidiary MediaWhiz Inc.. Matomy did not disclose the terms of the deal, saying only that MobAff's acquisition would bolster MediaWhiz's burgeoning mobile performance marketing practice, which was launched in March 2013. Market sources believe the acquisition was for $5-7 million dollars.
Tel Aviv-based Matomy acquired MediaWhiz for $10 million in January.
MobAff, founded in 2011, works with advertisers and affiliate networks in the US and other countries to help them efficiently generate and deliver leads and acquire customers. The company offers mobile cost-per-action and cost-per-lead marketing services in display, push, search, click-to-call and other services.
MobAff founder Alexander Tsatkin and other employees will relocate to MediaWhiz's New York City headquarters. MobAff's proprietary mobile marketing technology will be integrated into MediaWhiz's affiliate network.
"MobAff's mobile optimization technology and strong expertise in mobile affiliate marketing will be a huge asset to MediaWhiz's growing mobile performance marketing practice," said Matomy CEO Ofer Druker. "We are impressed by MobAff's strong presence with advertisers and affiliates, as well as the technological solutions it has developed. I am confident that this acquisition will benefit the Matomy and MediaWhiz customer bases, offering our advertisers and affiliates cutting-edge technologies - alongside other performance marketing products we have developed - as well as greater audience reach and effective results in their mobile advertising campaigns."
MediaWhiz CEO Hakan Lindskog said, "Mobile is the future of performance marketing, and our acquisition of MobAff puts us on track to becoming the industry leader in delivering high-value mobile customer acquisition and traffic monetization solutions for advertisers and affiliates."
Published by Globes [online], Israel business news - www.globes-online.com - on July 10, 2013
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