Tel Aviv-based Perion Network is announcing today it has closed the acquisition of MakeMeReach, a social media advertising platform based in Paris. The deal makes it easier for mobile app developers to efficiently scale their advertising campaigns on social media.
Perion acquired GrowMobile, another mobile marketing startup in San Francisco, in June 2014 for up to $42 million. Together with MakeMeReach, Perion will now have an even stronger position in mobile marketing campaigns, which is one of the hot categories for middlemen companies that provide services for mobile app companies. Perion started as a performance-based media and Internet company, and it is now expanding into mobile.
Perion will integrate MakeMeReach,which has 20 employees, and its AdsOptim technology into GrowMobile. MakeMeReach is a Facebook Preferred Marketing Partner (PMD) and Twitter Marketing Platform Partner (MPP). Perion is one of a number of companies that is trying to offer its customers a one-stop shop, or a centralized platform for a wide range of traffic sources.
"Acquiring MakeMeReach furthers our position as one of the leading providers of mobile marketing technology," said Shai Gottesdiener, general manager of Perion's mobile marketing division, in a statement. "MakeMeReach's mission of making it easy to advertise on social media aligns with Perion's goal of providing developers with the most effective mobile advertising tools, making this a really great fit for our product and company."
MakeMeReach's platform, AdsOptim, is available as both a self-serve and fully-managed platform. It gives developers the flexibility to create and optimize ad campaigns on their own or work with the MakeMeReach team to manage campaigns. The platform was built to simplify mobile social media advertising as well as boost campaign performance. It can handle tasks such as ad rotation, campaign duplication, and targeting templates. Customers include brands such as Coca-Cola, BMW, Nestle, and Ikea.
The MakeMeReach team will serve as the European arm of GrowMobile. MakeMeReach was founded in 2009 by CEO Pierre-François Chiron.
"We are very excited to become a part of the Perion team and to be able to leverage the resources of the Perion and GrowMobile teams to continue making AdsOptim the world's best social media advertising tool," Chiron said in a statement. "Additionally, we believe that the European market offers significant opportunities for Perion and we are looking forward to helping the company expand its footprint across the continent while strengthening GrowMobile's social offering in the US market."
Chiron will continue to lead the MakeMeReach team, and he will report to Gottesdiener. Overall, Perion has 400 employees. MakeMeReach's main competitor is Social Moov, which was recently acquired by marketing firm Marin.