Matomy Media Integrates MobAff Within MediaWhiz

Continuing its U.S. buying spree, Tel Aviv-based Matomy Media Group has acquired Fort Myers, Fla.-based mobile affiliate network MobAff. Financial terms of the deal were not disclosed.

Earlier this year, Matomy acquired New York-based performance marketing agency MediaWhiz, which followed its 2011 investment in Adperio.

Per its latest deal, the Israeli digital ad shop plans to integrate MobAff within MediaWhiz. As such, MobAff’s mobile marketing technology will be integrated into MediaWhiz’s affiliate network.

“Mobile is the future of performance marketing,” said Hakan Lindskog, CEO of MediaWhiz. Specifically, Lindskog pointed to “mobile customer acquisition and traffic monetization ... for advertisers and affiliates” as key to the unit’s success. Lindskog, former CEO of Neverblue, was named CEO of MediaWhiz upon its acquisition in January.

As part of the acquisition, MobAff founder Alexander Tsatkin, along with other members of the company, are expected to relocate to MediaWhiz’s New York City headquarters.

By any measure, the business of mobile lead generation is still in its infancy. Illustrative of the broader market, virtually no business-to-business marketers saw such efforts as effective, according to a recent survey by BtoB Magazine.

Adapting to a changing marketplace, Matomy consolidated the search and social marketing services of Mediasheva and the search engine marketing services of MediaWhiz under the global Matomy brand in April.



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