Affle, a Singapore headquartered mobile apps and ads as a service (MAAS) platform for marketers and publishers has announced acquisition of Appstudioz, an India-based mobile technology company.

Through this acquisition, Appstudioz has now merged with Affle’s Media Lab business and has become a fully-owned subsidiary of Affle Holdings Private Limited in Singapore.

Anuj Khanna Sohum, Founder, CEO and Chairman, Affle, said, “Over the last eight years, Affle has been focussed on building next generation technology platforms to cater to the mobile industry. We saw challenges and complications within the current eco-system which required advertisers to work with multiple partners for development, attribution, analytics, media procurement and monetisation. We have thus unified our platforms to create the industry first end-to-end mobile marketing platform catering to advertisers, publishers and agencies.”

Along with this, Affle has also announced the setup of an R&D facility in India to help strengthen its mobile app and ad technology platform. It is expected to grow significantly in months to come with new platform modules being rolled out.

“Being the largest mobile (internet) first market, we see India as a perfect location for doing cutting edge R&D for our businesses, and the setting up of our global R&D centre here is a solid step forward for us and for the mobile industry in India,” said Anuj Kumar, Co-founder and Executive Director, Affle.

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Last year, Affle in partnership with Mobile Marketing Association (MMA) launched M2X Fund, a US$3.3 million corpus fund to enable brands, publishers, agencies, app developers and entrepreneurs create mobile assets, increase mobile ad spends and promote development of innovative technologies in emerging mobile markets with a particular focus on India, Indonesia, Vietnam, Thailand, Malaysia, the Philippines and Singapore.

Started in 2006, Affle’s businesses include ad2campaign, an integrated mobile attribution, delivery and demand-side platform; and Ripple, a cross-screen mobile-focussed monetisation platform.

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