Marketing software giant Kenshoo has looked to the acquisition of Adquant to boost its chances of success in the mobile gaming vertical.
Adquant, a specialist in running social campaigns for mobile apps, uses an SaaS platform to provide developers with a full view of their campaigns. This includes the offering of tools for creating social ads as well as reporting for the messages that get deployed.
The software is designed with Facebook in mind and is listed as one of the site’s Preferred Marketing Developers.
Kenshoo already offers social media marketing tools for campaign creation and monitoring. However, Yoav Izhar-Prate, co-founder and CEO of Kenshoo, believes Adquant can bring something different to his team.
Speaking after the deal was announced, Izhar-Prate declared that Adquant’s buyout would pay off in the long term as his company looks to build on its existing services for the promotion of mobile apps.
“By joining forces, Kenshoo and Adquant are uniquely positioned to serve advertisers across all verticals and geographies with world-class digital marketing solutions,” he commented.
“Injecting talent and technology like Adquant’s will ensure Kenshoo stays ahead of the pace in the most important industries and continues to deliver strong performance for our clients.”
Adquant’s software was initially developed as a Facebook advertising service for Adotomi which, after selling the agency side of its business to Matomy in 2013, went on to become Adquant in the same year.
The deal couldn’t be more convenient in terms of location, as both Kenshoo and its new acquisition are headquartered in the Israeli capital of Tel Aviv.