Mobile ad tech company Glispa has acquired justAd, an Israeli-headquartered specialist in “playable ads”, for an undisclosed fee.

The acquisition represents the Berlin-based company’s fifth in 24 months, following the acquisition of carrier distribution company RelevanTech in June this year, gaining its native app discovery tech and targeting capabilities.

JustAd is a platform that caters for the easy creation of interactive display ads – specifically, those that allow app and game developers to demonstrate the experience of using their product, such as in-app gameplay – promising clients ad formats that “avoid banner blindness”.

Alongside the news, Glispa also announced its new CEO as former CRO Itamar Benedy, replacing founding helmsman Gary Lin, who led the company without external funding up until 2015. 

“Playable and interactive ads hold a huge amount of promise, but the technical difficulty involved creating them has limited their use so far. justAd’s solution solves this problem, and democratizes this technology for brands of all sizes,” commented Benedy. 

“This acquisition represents one more step on our way to building a more comprehensive solution for our clients and is a real game changer. We’re very excited to fold this into our existing products and to begin rolling it out.”

In light of its latest buyout, VentureBeat has called Glispa “one of the most acquisitive players in today’s consolidating ad tech market”. 

For Glispa, it represents just another string to its full, and growing, mobile ad stack bow, and justifies the earlier words of Benedy in June, that Glispa will “continue to pursue acquisitions that accelerate our growth and solidly position Glispa as a full-service mobile marketing platform.”