• by Mark Walsh  @markfwal, August 29, 2012

WhatRunsWhere, which allows marketers and agencies to track competitors online ad campaigns, is extending its service to mobile through the acquisition of U.K.-based startup Mobile Ad Spy. Terms of the deal were not disclosed. Under the deal, Mobile Ad Spy's technology will be merged into the WhatRunsWhere platform to providing competing intelligence in mobile advertising.

“Anyone involved in online marketing can now see where their competitors’ ads are running on smartphones, tablets and other mobile media -- and pinpoint exactly which individual ads are running on which apps, mobile sites and mobile ad networks,” said WhatRunsWhere COO Max Teitelbaum, in announcing the acquisition.

The idea is that tracking of other campaigns helps marketers better plot their own campaigns and boost ROI. WhatRunsWhere also said media buyers that have been beta testing Mobile Ad Spy since May will be invited to continue their use of the services once it becomes part of the company's own platform. U.S. clients of Mobile Ad Spy include Kixeye, PCH and Integrate.