Digital ad platform Affle continues shopping spree, buys US firm RevX

Digital advertising platform Affle International Pte. Ltd, backed by Microsoft, Times Internet, and others, said on Monday that it will buy US-based mobile advertising firm RevX Inc. – in the Singapore-headquartered player’s fourth acquisition over the past 15 months.

As part of the deal, whose value was not disclosed, RevX’s platform, assets, brand name, intellectual property rights, business relationships and technical information will be acquired by the end of June.

“We are happy to have this definitive agreement inked since we have significant synergies with the RevX platform. Also, we are very excited by the self-serve features of the RevX platform and believe that this could help us drive the adoption of programmatic advertising amongst fast-growing industry segments,” said Anuj Khanna Sohum, chairman, managing director and chief executive of Affle.

“This acquisition would complete our CPCU (cost per converted user)-based offering by adding newer functionalities and machine-learning-driven algorithms,” added Sohum.

In March, Affle acquired online-to-offline consumer platform Shoffr Pte. Ltd. The platform helps convert online engagements into store walk-ins and transactions.

Last September, Affle acquired the commerce arm of customer relationship management (CRM) platform Vizury Interactive Solutions Pvt. Ltd.

Incorporated in 2005 and founded by Anuj Khanna Sohum and Anuj Kumar, Affle has created a mobile-audience-as-service (MaaS) platform, besides other services such as ad2campaign and Ripple used by global commerce and marketing firms to promote mobile programmes.