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Matomy scores Europe's leading mobile ad platform

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The Matomy Media Group furthers its strategic digital advancement by announcement the acquisition of MobFox, Europe's leading mobile programmatic advertising platform. The acquisition follows the group's strategic partnership with the Publicis Groupe, when the French holding company purchased a 20% stake in Matomy in order to expand its online marketing portfolio. The acquisition of MobFox means that Matomy's clients and partners will have access to the mobile advertising specialist's innovative mobile programmatic solutions, which include demand and supply-side platforms and “A single gateway for mobile, video and native ad inventory management via a real-time bidding (RTB) marketplace.” $10.1 million of the $17.6 million transaction will be paid in cash and the remaining $7.5 million will be paid in newly-issued shares, reflecting a price share of £2.60. The acquisition boosts Matomy's revenue from mobile activity from 7% to 20%, and it's hoped that the technology afforded them by MobFox will help their goal of upping that percentage to 50% of revenue from mobile activity within the next five years to succeed.

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The acquisition follows the group's strategic partnership with the Publicis Groupe, when the French holding company purchased a 20% stake in Matomy

MobFox has offices in Vienna, London, San Francisco and Paris, and its customer base includes such globally recognised names as Nike and The New York Times. The company's founder and CEO, Julian Zehetmayr, said that companies in the mobile advertising industry “Constantly talk about the need for scale and quality in their operations,” so feels like, for them, “Partnering with a company like Matomy, that offers both advertisers and publishers a global multi-channel performance-based advertising solution, makes perfect sense.” He hopes that Matomy's resources and general support will help MobFox build upon their “Innovative mobile programmatic advertising and monetisation technology,” and he looks forward to using their expertise and sharing their own to make their “Combined solutions even better.”

A MobFox mobile ad in action

As part of the deal, MobFox's London office will become Matomy's UK office and many key members of MobFox will be joining the Matomy team, which is based in Tel Aviv, Israel, but listed in London earlier this year. The team has eight other offices worldwide, with regional headquarters in Germany, Spain, Mexico and the United States. Matomy is a company that prides itself on charing their clients based on the performance of the adverts, not on upfront fees, and has a client base that includes HSBC and AT&T, amongst other large, blue-chip names.

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Photo: Ofer Drucker, Matomy CEO

The acquisition of MobFox means that Matomy's clients and partners will have access to the mobile advertising specialist's innovative mobile programmatic solutions

Matomy CEO Ofer Druker, said “The impressive growth of programmatic and mobile advertising has made it clear that both will form an important part of the future of digital advertising.” He believes that “MobFox has built an excellent mobile programmatic advertising solution,” which pits perfectly into Matomy's vision and complements their existing advertising capabilities. He adds that the company have made it “A priority to invest in companies that have developed proven innovative technologies and solutions,” to which they want their clients and partners to have access to and benefit from. With MobFox, he feels the company will continue to fulfil the Publicis mandate of expanding capabilities “In mobile and programmatic advertising,” which are key growth areas for the modern advertising business.

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK

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