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BizReport : Advertising archives : August 05, 2011

Two acquisition deals to change mobile, online for advertisers

comScore is set to purchase AdXpose, Augme plans to integrate HipCricket's mobile platform within it's offerings. These two moves could give advertisers more insight into both mobile and online ad campaigns. Here's how.

by Kristina Knight

First up, Augme's planned purchase of mobile hub HipCricket; the purchase is expected to close by the end of August. In July, Augme acquired JagTag; along with the HipCricket buy, this should make Augme's service one of the broadest-based mobile ad services available.

Anthony Iacovone with Augme said, "Hipcricket's deep SMS and analytics capabilities, powered by their HIP 7.0 platform, will be integrated into Augme's AD LIFE platform, quickly enhancing its connection to CRM systems within our client base."

Paul Arena, Chief Executive Officer of Augme Technologies, Inc said, "We expect the complementary resources of Augme, JAGTAG and Hipcricket, when combined, will allow Augme to provide the most powerful best-of-breed mobile marketing solutions to global brand name leaders, backed by strong intellectual property portfolios, including patented technology and software-as-a-service, ('SaaS') technology platforms."

Meanwhile, comScore reports plans to purchase AdXpose; that acquisition would give comScore more insight into campaign performance (ROI) and transaparency, potentially making them the most comprehensive online analytics hub.

Dr. Magid Abraham, comScore President & CEO said, "Through the integration of these capabilities, comScore will be able to further its mission to develop the most comprehensive end-to-end suite of digital advertising analytics. With audience-buying becoming increasingly prevalent in digital media planning today, there is a growing demand for analytical tools that enable greater transparency and accountability in ad delivery. The AdXpose technology will enable comScore to bring this important dimension of advertising effectiveness to its clients."

The comScore/AdXpose deal is also expected to close by month's end.

Tags: ad analytics, AdXpose, Augme, comScore, HipCricket, mobile advertising, mobile analytics, online advertising

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