Mobile App Publishers Cellfish to Acquire Music Ad Platform ToneMedia

Mobile and social app publisher Cellfish has acquired the digital advertising platform ToneMedia, a music-focused advertising platform for mobile devices, in a deal whose terms were not disclosed.

The acquisition will give Cellfish advertising capabilities across its properties, which include the concert discovery app Bandsintown among many others. The ToneMedia platform is designed to help advertisers by matching a user’s listening preference with their buying habits. The advertising platform  connects marketers with consumers through online music sites.

“Cellfish has built its reputation on publishing innovative mobile and social apps for sports, music and entertainment fans,” stated Fabrice Sergent , CEO of Cellfish CEO. “Our revenues have primarily been generated from selling content, and with the addition of ToneMedia, we gain the scale and content distribution capabilities to monetize through advertising.”

Cellfish has built up its network through acquisition. The company purchased mobile app publisher Airborne Mobile back in 2010 and they obtained Bandsintown through acquisition back in 2011.