Affle (India): Expanding Horizon

Affle (India), a global technology company with with a leading market position in India, is set to acquire Spain-based Mediasmart, with a focus on self-serve mobile programmatic platforms and online-to-offline (O2O) platforms, for a consideration of €5.12 million.

Though, the transaction appears to be at a fair valuation; it will be margin dilutive initially.

The acquisition would allow Affle to expand its presence in developed markets (including LatAm), strengthen its omnichannel platform and up/cross-selling opportunities.

Mediasmart acquisition, is a strategic fit for Affle (India) considering its business operations. The company has two business segments i- consumer platform and enterprise platform.

The consumer intelligence platform delivers consumer engagement, acquisitions and transactions for leading brands and B2C companies through relevant mobile advertising.

Affle aims to enhance returns on marketing spend through delivering contextual mobile ads and reducing digital ad fraud, while proactively addressing consumer privacy expectations.

The enterprise platform helps offline companies to go online through platform-based app development, enablement of O2O (online to offline) commerce and data analytics.

As of March 31, 2019, their Affle Consumer Platform had approximately 202 crore consumer profiles on its consumer platform, of which approximately Rs 57 crore were in India, Rs 58 crore were in other emerging markets (Southeast Asia, the Middle East, Africa and others) and Rs 87 crore were in developed markets (North America, Europe, Japan, Korea and Australia)

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