OAKVILLE, ON – Weather company Pelmorex has bought Canadian mobile advertising company Addictive Mobility as part of its planned transition to an information networks and data solutions business. Financial terms of the deal were not disclosed.
Pelmorex said that the acquisition will allow it to utilize Addictive Mobility's digital audience buying platforms and pinpointed targeting to reach the right users, at the right time, with the right message and creative. In addition, clients of both companies now have access to managed programmatic services, including mobile audience extension, leveraging insights from Addictive's proprietary mobile-first data management platform and Pelmorex's first-party data and inventory. Premium creative services and campaign reporting will also be available through both parties.
"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," said Pelmorex Corp. president and CEO Sam Sebastian, in the announcement. "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."
"We're looking forward to working with Pelmorex to provide richer offerings in the Canadian market, powering programmatic reach extension to increase scale in both media and data," added Addictive Mobility CEO Naveed Ahmad. "As a leader in the Canadian mobile ad-tech space, we will continue to deliver the premium quality of service and technological innovation, however, this time with the support of Pelmorex."
