The Mobile Network Group has announced it will acquire mobile advertising technology company Appsfire for an undisclosed amount. The deal works out well geographically, with both companies being based in France.
Mobile Network Group is one of France’s main independent mobile advertising networks, while Appsfire is a relative newcomer to the world of mobile ads, having concentrated on an app recommendation mobile app for several years.
Long term plans or strategies have yet to be confirmed, but is likely to focus on international expansion. Appsfire already operates in the U.S., where mobile advertising spend is expected to reach $4.6b this year, but MNG doesn’t have a presence there yet.
MNG’s CEO, Paul Amsellem, said:
“We are very proud to be joining forces with a pioneer company in the field of mobile advertising. The acquisition of Appsfire is a key stage in our development and allows us to further consolidate our position as a major force on the mobile advertising market, by offering our clients the latest technology and additional premium ad space.”
Appsfire’s CEO, Ouriel Ohayon, also commented on the acquisition:
“We have chosen to join forces with MNG as we share the same culture of innovation and the same ambition to develop mobile advertising. This merger will enable us to draw on MNG’s renowned client service expertise, while continuing to grow Appsfire, in particular on international markets.”
Appsfire transitioned from developing apps to developing mobile ads in late 2013, just a few weeks after it hinted about such a move by publishing a lengthy blog post entitled “Mobile ads suck. What’s next?”
It now concentrates on native mobile ads – using, among others, its Sashimi, Chirashi, and Ura Maki formats – and we talked to CTO Yann Lechelle about what separates Appsfire from the competition at the end of last year. After the switch, the company subsequently attracted more than 200 publishing partners, including major names such as Opera Mediaworks, Cheetah Mobile, and TF1.
This time last year, MNG acquired Madvertise Media in Germany and Italy, after which the company became the largest mobile advertising network in Europe. Appsfire is currently active in 45 countries around the world.
You can learn more about Appsfire by visiting its company profile here.