Ad management platform Sizmek has sought to strengthen its smartphone and tablet targeting by scooping up mobile tracking company Aerify Media.

Sizmek has stated that while it has stumped up a cash sum of $6.25 million, it does not expect there to be any real negative impact on the company’s financial results for the full-year 2014.

The ad platform has decided against running Aerify independently and has chosen to fully integrate its technology in the Sizmek MDX platform instead, a strategy it hopes will enhance the company’s mobile, tracking, attribution and retargeting solutions.

Advanced campaigns

Steven Woolway, president and CEO of Aerify explained that advertiser and marketer campaigns could become even more advanced when the two companies merge their respective technologies.

“By combining two best-in-breed platforms we now will be able to offer innovations such as multi-screen dynamic creative optimization while continuing to manage and analyze return on ad spend for our clients’ cross screen campaigns, all through a single dashboard,” he said.

Aerify lets e-commerce firms send customer data from their mobile apps, mobile websites and desktop sites to predefined location. Its technology then builds profiles around these behaviours to help advertisers more accurately target consumers.

The mobile technology currently offers an analytics package for assisting with multi-screen interactions and customer journey optimization, but this will likely be transitioned across to Sizmek too.