Affle 3i Ltd. (formerly Affle India Ltd.), through its wholly owned step-down subsidiary Affle MEA FZ-LLC (AMEA), has entered into a definitive asset purchase agreement to acquire selected assets of AdColony from Digital Turbine Inc. for a fixed consideration of $4.7 million.
The acquisition is being undertaken on a slump sale basis and excludes customer contracts. The consideration will be paid in cash within seven working days, the company said. Affle 3i is a global technology company that operates a consumer intelligence platform for AI-led mobile advertising.
Strategic assets acquired
Under the agreement, AMEA will acquire AdColony’s software development kits (SDKs) for iOS and Android platforms, technology platform, integrations with in-app publishers and mediation platforms, brand name, domain and goodwill associated with the acquired assets.
The transaction provides AMEA worldwide rights to use the assets.
Affle said the acquisition is not a related-party transaction and has been undertaken on an arm’s-length basis. The company’s promoters have no interest in the transaction.
Expanding publisher reach
The acquired AdColony SDKs are integrated with a network of mobile publishers, providing Affle access to a larger number of consumer touchpoints across the digital advertising ecosystem.
The company expects the acquisition to enhance audience intelligence capabilities on its consumer platform and improve conversion outcomes for advertisers.
The integration is also expected to strengthen Affle’s presence across the mobile advertising value chain by expanding its access to publisher inventory and user engagement data.
Global market opportunity
Affle said the acquisition would support its efforts to expand in developed markets, leveraging AdColony’s established brand recognition and relationships within the mobile advertising industry.
AdColony operates an advertising and monetisation platform that connects mobile application publishers with advertisers, enabling app developers to generate revenue from their digital inventory while helping advertisers reach targeted audiences.
The acquisition is expected to complement Affle’s existing consumer platform and broaden its capabilities in mobile advertising, user acquisition and ad monetisation.