Kochava Buys Mobile Analytics Firm Machine Advertising

Omni-channel measurement and attribution solutions provider Kochava has acquired London-based Machine Advertising, which uses analytics and machine learning techniques to help clients build products in the app marketing space. Terms of the deal have not been disclosed.

Machine Advertising partners with advertisers and publishers to help them improve the effectiveness of their mobile marketing activities. The firm enables users to maximise their user acquisition initiatives with its 'Always-on Incremental Measurement' (AIM) marketing mix modelling tool, through which they can measure the incremental benefits from each media source in real time.

Last year, US-headquartered Kochava and Machine Advertising used AIM alongside Kochava's incremental lift analyses, to develop a productized approach for Kochava advertisers. Kochava says the acquisition will enhance its measurement solutions with AIM, while continuing to increase its footprint across the EMEA region.

Gary Danks (pictured), CEO and co-founder of Machine Advertising, adds: 'Our products integrate seamlessly into Kochava's already impressive portfolio, delivering unparalleled mobile measurement products and driving even greater success for our clients. Our team will support Kochava's EMEA expansion plans, and being part of a larger organization allows us to take our vision to the next level and have a greater impact on the industry.'

Web sites: www.kochava.com and www.machineadvertising.com .