Affle buys Jampp mobile DSP as market volatility further stimulates mobile ad technology mergers and acquisitions

The Jampp demand-side mobile platform was acquired by Affle on Wednesday. It is a mobile marketing company present in India and Singapore.

There’s nothing like a little uncertainty (ahem, Apple) to trigger mergers and acquisitions.

The mobile advertising industry has seen a massive wave of consolidation following privacy-related platform changes.

Since February, AppLovin has acquired Adjust, Digital Turbine has bought AdColony followed by Fyber, Zynga has taken over Chartboost, and Vungle has taken over GameRefinery and TreSensa. (Vungle also bought AlgoLift in October of last year.)

“One of the main reasons for joining forces is to be able to tackle the problems of app advertisers from different angles and to have a broader product set to help them throughout the lifecycle of applications. user, ”said Diego Meller, co-CEO and co-founder of Jampp, which was among the last independent mobile DSPs in the market.

“A lot of the consolidation we’ve seen recently was about… finding multiple pieces of the puzzle,” he said.

In Jampp’s case, Meller said, its technology is complementary to Affle, which offers a suite of products for marketers with tools to help with user acquisition, brand marketing, retargeting and detection of advertising fraud. Affle also provides data and ad monetization services to publishers.

Meller said Jampp is bringing technology Affle doesn’t yet have in its portfolio, in the form of a programmatic user acquisition platform.

Jampp is also present in countries where Affle does not have a presence, such as Latin America and North America – and vice versa. Although Jampp has a small office in Singapore, it doesn’t yet have much of a footprint in Asia-Pacific, which is Affle’s home base.

Although Jampp and Affle are both strong in regions with high Android density, Jampp’s activities in North America give it a glimpse into the iOS ecosystem, which has been shaken by changes to Apple’s AppTrackingTransparency. .

“There are many different ways we can help each other,” Meller said.

And that was true even before the deal was officially done. Meller and Anuj Khanna Sohum, CEO and Chairman of Affle, finalized the acquisition across time zones without ever meeting in person, which is emblematic of the art of making deals during a global pandemic.

Although Jampp declined to share a sale price, the company has grown organically from its one and only funding round, Meller said. In 2015, he raised $ 7 million in Series A funding.

Jampp, which employs 96 people, will continue to operate as an independent entity within Affle.

Affle has been listed on the National Stock Exchange and the ESB (formerly Bombay Stock Exchange) in India since 2019.

Including Jampp, Affle has acquired nine companies since 2012, including omnichannel marketing platform Vizury in 2018 and app marketing and recommendation platform Appnext last year.

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