Matomy Buys Mobile Shop MobAff

Folds agency into MediaWhiz

Matomy Media Group has acquired mobile marketing specialist MobAff for an undisclosed sum and is folding it into digital marketing agency MediaWhiz.

The "majority" of Florida-based MobAff's nine staffers will join MediaWhiz's New York headquarters, said MediaWhiz CEO Hakan Lindskog. MobAff's founder and CEO, Alexander Tsatkin, will lead MediaWhiz's mobile division as vp and general manager. The division was launched in March.

"We have mobile advertisers and mobile publishers," Lindskog said. "But this will become a very significant accelerator of MediaWhiz's mobile business."

Before the acquisition, MediaWhiz employed about 100 staffers. Matomy, which is based in Israel and led by CEO Ofer Druker, acquired the agency in January to establish a presence in the U.S. The shop's clients include American Laser Skincare and DeVry University.

In doing the deal, Lindskog cited MobAff's expertise in a booming mobile market and its relationships with advertisers and publishers. MediaWhiz also will gain MobAff's technology, which helps analyze and target audiences by such parameters as whether they use AT&T or Verizon, or an iPhone or Android device—details that help marketers measure the efficiency of their buys.

MediaWhiz and MobAff work in similar categories. MobAff, for example, places ads for app publishers in the dating, gaming and travel spaces that seek to build their user base. The shop also works for mobile content advertisers that sell products like ringtones and wallpaper. Both shops have clients that seek to generate sales leads for services like debit cards and short-term loans.

The deal, Lindskog said, will provide MobAff's advertisers access to broader distribution through Matomy's and MediaWhiz's display and search networks, while helping Matomy's and MediaWhiz's clients extend their campaigns to mobile platforms.