Mobile demand-side platform Jampp was acquired by Affle, a mobile marketing company with a presence in India and Singapore.

Cellular demand-side platform Jampp was acquired by Affle on Wednesday. It is a cell advertising and marketing firm with a presence in India and Singapore.

There’s nothing like a bit uncertainty (ahem, Apple) to spark M&A.

The cell promoting business has been experiencing a large wave of consolidation within the wake of privacy-related platform modifications.

Since February, AppLovin has acquired Adjust, Digital Turbine bought AdColony adopted by Fyber, Zynga snapped up Chartboost and Vungle grabbed GameRefinery and TreSensa. (Vungle additionally purchased AlgoLift in October of final yr.)

“One of many fundamental rationales in becoming a member of forces is having the ability to assault app advertiser issues from completely different angles and having a wider product set to assist them all through the person life cycle,” mentioned Diego Meller, co-CEO and co-founder of Jampp, which was among the many final unbiased cell DSPs available on the market.

“A number of the consolidation we’ve seen lately has been about…trying to have a number of items of the puzzle,” he mentioned.

In Jampp’s case, Meller mentioned, its know-how is complementary to Affle, which has a product suite for entrepreneurs with instruments to assist with person acquisition, model advertising and marketing, retargeting and advert fraud detection. Affle additionally gives information and advert monetization providers for publishers.

Meller mentioned that Jampp brings know-how Affle doesn’t but have in its portfolio, within the type of a programmatic person acquisition platform.

Jampp additionally has a presence in nations the place Affle doesn’t, resembling Latin America and North America – and vice versa. Though Jampp has a small workplace in Singapore, it doesn’t but have a lot of a footprint in Asia Pacific, which is Affle’s residence base.

Though each Jampp and Affle are robust in Android-heavy areas, Jampp’s North America enterprise offers it a purview into the iOS ecosystem, which has been roiled by Apple’s AppTrackingTransparency modifications.

“There are a lot of alternative ways wherein we might help one another,” Meller mentioned.

And that was true even earlier than the deal formally closed. Meller and Anuj Khanna Sohum, CEO and chairman of Affle, finalized the acquisition throughout time zones with out ever assembly in particular person, which is emblematic of the artwork of deal making throughout a worldwide pandemic.

Though Jampp declined to share a deal value, the corporate has been rising organically since its one and solely funding spherical, Meller mentioned. Again in 2015, it raised $7 million in Collection A funding.

Jampp, which employs 96 folks, will proceed to function as an unbiased entity inside Affle.

Affle has been publicly listed on the Nationwide Inventory Alternate and BSE (previously Bombay Inventory Alternate) in India since 2019.

Together with Jampp, Affle has acquired 9 firms since 2012, together with omnichannel advertising and marketing platform Vizury in 2018 and app advertising and marketing and suggestion platform Appnext final yr.