Israeli performance marketing company, Matomy Media Group, has upped its Facebook offering by acquiring Adquant’s social advertising agency –  formerly known as Adotomi.

Social advertising software company Adquant, which was founded in 2012, will now focus solely on being a technology provider for its Facebook advertising platform, and Matomy now offers performance-based solutions for Facebook advertisers.

Adquant’s social advertising agency team, along with its clients, will be integrated within Matomy Media Group’s social advertising unit, which will use Adquant’s technology.

Performance-based Results

CEO of Matomy Media Group, Ofer Druker, said: “Its social advertising team is well aligned with Matomy’s DNA, which is focused on delivering performance-based results for advertisers.

“This acquisition gives us access to one of the best Facebook advertising platforms on the market, as well as an advantage in one of the most influential trends in online advertising.”

Druker said as Facebook’s advertising model continues to evolve there is a growing need among advertisers to effectively engage, acquire and retain new and existing customers via Facebook.

The acquisition also enhances Matomy’s growing mobile marketing practice by offering advertisers the ability to use Facebook’s targeting capabilities and drive quality users to mobile apps.

Facebook is no Longer Just an Engagement Platform

Adquant drives 15 billion monthly ad views on Facebook and has more than 50 apps that have one million-plus users each.

Adquant’s CEO Joe McCormack said the social advertising agency that Matomy has acquired, will now have more resources at its disposal and will be able to tap into Matomy’s large and diverse client base.

“Adquant will now be able to move forward focused 100% on developing our technology, increasing our abilities to innovate and allowing us to maintain our position as one of the premium SaaS Facebook advertising platforms,” McCormack said.

Former chief operating officer of Adotomi, David Serfaty, has joined Matomy as its director of social advertising.

Serfaty stressed that Facebook is no longer just an engagement platform. “Matomy’s focus on performance-driven advertising allows us to provide clients with a results-based social advertising service,” he said.