Integral Ad Science Buys Mobile Specialist Simplytics

US ad intelligence firm Integral Ad Science has acquired London-based mobile advertising analytics company Simplytics for an undisclosed sum.

Simplytics provides a mobile ad server and analytics platform, through which users can manage mobile campaigns across smartphones, tablets, in-app and mobile web. Using proprietary methodologies, the firm offers metrics such as expansions, dwell time, clicks, engagement and 'success events'.

Integral Ad Science (formerly known as AdSafe Media), which raised $30m in investment funds in January, says the acquisition will enable it to add mobile verification for both in-app and mobile web campaigns to its suite of solutions, while positioning Integral as 'the only company' to offer ad verification across 'all' digital channels - display, mobile and video. As part of the deal, all Simplytics' employees will join Integral at its European headquarters in London.

Scott Knoll (pictured), CEO of Integral, comments: 'Simplytics was a natural fit, and we were drawn to the company's superior technology and advanced, built-in analytics for mobile advertising including metrics such as unique users, engagement time, and full device breakdown. We are looking forward to blending our teams and cultures, and together, innovating for the future of mobile advertising.'

Web sites: www.integralads.com and www.simplytics.com .