iClick Interactive Asia, an ad tech company in China, has bought a 100% stake in mobile marketing platform operator OptAim Technology for an undisclosed sum. Through the purchase, iClick hopes to strengthen its cross-platform marketing capabilities.
iClick offers cross-platform marketing capabilities
OptAim offers performance-based as well as programmatic advertising and works with premium web publishers including Tencent, Taobao, Sohu and Toutiao, offering access to over 550m mobile users. The company scored a $10m series A funding in January 2015 from Bertelsmann Asia Investments.
Sammy Hsieh, CEO and Co-founder of iClick, explains:
“The acquisition complements iClick’s existing cross-platform marketing capabilities. As a leading player in mobile advertising technology business, OptAim is a perfect fit for iClick’s digital marketing portfolio in China. The benefits from the acquisition and subsequent synergies are significant to both iClick and the programmatic marketing industry in China. This development enables iClick to provide clients around the world with seamless advertising solutions across PCs and mobile devices with the aim of enhancing accuracy of user targeting and maximizing advertising ROI.”
As latest figures from China Internet Network Information Center (CNNIC) show, the country is poised for strong online growth with 668m using the Internet by June 2015, up 18.94m compared to 2014. China employs a mobile-first approach with 88.9% of users connecting via mobile devices. Hsieh adds:
“China is poised to become one of the largest digital advertising markets in the world, and programmatic marketing is changing the advertising landscape by delivering higher levels of 2 relevance, efficiency and impact. The rapid growth of internet users and smartphone penetration in China has made cross-platform marketing ever more important to both domestic and international marketers who desire to gain access throughout the country.”
Given these findings, iClick together with OptAim is well aligned for future growth.