Human Demand, a mobile demand-side platform (DSP), on Tuesday announced it has acquired eDealya, a mobile data management platform (DMP). The acquisition brings additional mobile audience datasets to Human Demand’s clients.
Demand already has a DMP of its own, AppAudience, to house its existing mobile audience data. However, Keith Petri, SVP of strategic partnerships at Human Demand, told RTM Daily that the
eDealya platform will operate as its own entity and won’t be integrated into AppAudience.
EDealya, an Israel-based company, had previously raised just over $1 million from Nielsen Innovate, Maayan Ventures and IVIC. Petri claimed that eDealya was the first company Nielsen Innovate invested in.
While Petri did not disclose the purchase price -- or even reveal whether or not the price signified a “good” exit for eDealya -- he did note that the eDealya leadership team had been debating between seeking a buyer or raising more money when the possibility of being purchased by Humand Demand arose “organically." Human Demand had been on-boarding eDealya’s data as a client for about six months prior to Tuesday’s announcement.
Chaim Zucker, CEO of eDealya, and Ophir Sweiry, CTO, will both become advisors of Human Demand once the acquisition is complete. Petri was previously SVP of business development at eDealya. EDealya's IP will remain in Israel.