Pelmorex Buys Mobile Data Platform Addictive Mobility

Canadian weather data and insights specialist Pelmorex has acquired Ontario-based mobile-first data management and media buying platform Addictive Mobility, for an undisclosed sum.

Addictive Mobility develops mobile ad technology and digital audience buying platforms which analyze millions of mobile device users, for ad targeting and personalization. Pelmorex says it will use Addictive Mobility's technology to execute mobile ad campaigns, and the two firms plan to deploy several data-centric product integrations in the future. Clients will immediately get access to managed programmatic services, including mobile audience extension using insights from Addictive's proprietary mobile-first DMP and Pelmorex's first-party data and inventory.

Sam Sebastian (pictured), President and CEO of Pelmorex, comments: 'Today's acquisition strengthens our position as a mobile advertising leader in Canada, enabling us to deliver more data and deeper insights to our Canadian marketing partners. We're excited to leverage Addictive's expertise in targeting, creative development and media buying. Over the past seven years, the company's end-to-end solutions have helped marketers better understand mobile data to plan, execute, and optimize programmatic advertising campaigns'.

Web sites: www.pelmorex.com and addictivemobility.com .