Ad network Networkplay, which was acquired by Gruner + Jahr, the media company, part of Germany’s Bertelsmann group, has acquired Smile Vun Group backed mobile ad network Seventynine. The monetary terms of the transaction were not disclosed. Following the transaction, Sevetynine will be an independent business unit under the Networkplay umbrella, with its management reporting directly into the board. After joining Networkplay, Seventynine’s immediate focus would be technology, product and expansion in South East Asia and Middle East. The co-founders of Seventynine, Chirag Shah and Deven Dharamdasani will continue to lead the business post the buy-out, informed the company.
The acquisition follows Gruner+Jahr’s buy-out of Capital18 and Webchutney backed ad network, Networkplay, earlier this year. According to Gruner+Jahr, the expansion of Networkplay in the mobile space through the acquisition of Seventynine is inline with its strategy of grow its mobile business in the Indian market.
Seventynine’s platform includes a cross-platform pay for performance distribution network for app downloads, an analytics and metrics platform, a rich media ad platform and a mobile product development studio. Seventynine claims to serve 1.8 billion ad requests and says that it’s focusing actively on building inventories across mobile applications and mobile web. Apart from the ad-platform, it had also launched its Analytics service for Android and HTML5 platform, and had mentioned that it had plans to extend it to iPhone, iPad, Blackberry and Windows Phone.
Seventynine was incubated by Smile Vun Group (JV between Manish Vij’s Vun and Harish Bahl’s Smile Group) in July 2011, but started commercial operations in the market in April 2012 with a focus on rich media inventory especially videos. It had claimed to have served 700 million ad requests within three months of operation.
Seventynine is working with brands such as Microsoft, Lufthansa, Nokia, Opera Mini, ICICI bank, ICI Dulux, Tata Docomo, Nazara, Mcarbon, Techzone, and others. On the publisher side, it’s working with The Times Group, Network 18, Reuters, Business Standard, Nimbuzz, Angry Bird, Talking Tom Cat etc and has tie-ups with ad exchanges.
It competes with Guruji’s mobile ads mediation and optimization platform, AdIQuity, in addition to mobile ad networks from AdMob, InMobi, VServ.mobi and NetworkPlay, and analytics and monetization tools like Tanla’s TPay Mobile and Flurry.
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