Affle Buys Proximity Measurement Firm Mediasmart

New Delhi, India-based consumer intelligence platform Affle has expanded to Europe, with the acquisition of mobile programmatic and proximity measurement firm Mediasmart, which is headquartered in Spain.

Mediasmart's solutions are used to measure the incremental impact of proximity-driven mobile advertising. The firm's Proximity marketing solution enables it to deliver location-based targeted campaigns with real-time footfall tracking and off-line attribution. Based in Madrid with an additional office in Brussels, it also helps app marketers measure and grow ROI for their mobile advertising campaigns.

Affle's Chairman, MD and CEO Anuj Khanna Sohum (pictured) comments: 'Mediasmart has the perfect team, culture and tech platform for Affle to build greater strategic presence in Europe, the US and Latin America. Their proximity marketing programmatic platform strengthens our omnichannel platform, enabling marketers to drive online and offline conversions in both developed and emerging markets'.

The latest deal adds to Affle's recent acquisitions of US mobile marketing and re-targeting platform RevX; ad targeting and retargeting specialist Vizury; Shoffr, which converts online consumer engagement into in-store footfall and transactions; and eCommerce business Markt.

Web sites: www.affle.com and www.mediasmart.io .