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Mobile app marketer AppLift said today it had acquired Bidstalk, a self-service platform that allows advertisers to buy ad inventory in real time and on a large scale. Terms of the deal were not disclosed.

Singapore-based Bidstalk is a white-label company known as a demand-side platform (DSP). It helps mobile advertisers with real-time bidding, enabling advertisers to buy mobile ad inventory on a self-serve basis.

Bidstalk’s platform is now integrated into AppLift’s own mobile user-acquisition platform, DataLift. Berlin-based AppLift said its clients will now get extended programmatic in-house and self-service benefits by combining Bidstalk’s real-time bidding capabilities with the DataLift data-management and optimization layer.

According to market researcher eMarketer, mobile will make up 56.2 percent of all programmatic ad spending in 2015 in the U.S., reaching $8.36 billion.

Bidstalk was founded in 2014 by Vaibhav Gupta, Guna Kakulapati, Rishi Agarwal, and Vipul Jain. Its clients include over 40 trading desks, ad agencies and media buyers, as well as more than 25 display and video ad exchanges globally. AppLift works with more than 500 global advertisers, including King, Zynga, Glu, and Match.com.

Altogether, the companies have a combined 200-plus employees.

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