Performance marketing platform HasOffers by Tune has acquired the intellectual property assets of Optimob, a Tel Aviv-based marketing automation company. Terms of the deal were not disclosed.

Founded in 2016, Optimob created the software for HasOffers by Tune’s platform, which allows performance marketers to optimise and automate their affiliate programmes. Tune said Optimob’s software “was created specifically to extend the value of the HasOffers API”; now the company owns the technology and will integrate it into its platform.

“The future of performance marketing hinges on the ability to use automation to deliver high-quality traffic at scale in a capital efficient way,” said Patrick Hearron, vice president of sales for HasOffers.

“The addition of Optimob enables us to further create this future by enhancing our ability to set performance and budget thresholds and then let HasOffers automatically optimise campaigns accordingly.”

Increase profits, decrease costs

Optimob’s own CEO, Dan Salem, said that after “years of experience in the performance marketing field”, his team saw an opportunity to create a product capable of using automation technology based on HasOffers to “streamline clicks, goals, verify offers, block fraud and communicate with publishers in real-time”.

The result allowed Optimob’s customers to increase profits and decrease costs automatically, Salem added.

“In a very competitive and saturated ecosystem, we are very happy that the team at HasOffers identified the advantages of Optimob’s automation technology and the value it will bring to customers,” said Ran Bar-Yosef, Executive director and co-founder of Optimob.

“We were able to connect an extremely talented management team with a capable technical team and the results speak for themselves. HasOffers is full of fantastic and visionary people and I’m confident that with this acquisition the HasOffers platform will further establish itself as the leading performance marketing tool in the world.”

The announcement of Optimob marks HasOffers by Tune’s fifth acquisition, with other strategic buyouts including Artisan Mobile, MobileDevHQ, AppFuel, and AdConnect. The company now employs over 300 people across nine offices worldwide, despite shedding 9% of its workforce in September last year in a bid to return to profitability.

Optimob’s seven employees, however, will not be joining HasOffers, while current Optimob customers will be able to use the software free of charge.