applift

App marketing platform AppLift  announced today that it has acquired Singapore-based mobile ad buying site Bidstalk.

The financial terms of the deal were not disclosed.

AppLift allows app advertisers to acquire and re-engage returning or valuable users at scale. Currently, it has a user base of 500 clients, including match.com, Glu Mobile, Myntra and so on.

AppLift CEO Tim Koschella says the company started out as a cost-per-install (CPI) network for games, according to AdExchanger.

CPI is a popular mobile advertising payment method used by app developers, where developers only pay every time a user downloads their advertised app.

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Koschella elaborates that acquisition of Bidstalk is a move to venture into real-time bidding (RTB).

“We’re seeing an inflection point around mobile performance and it feels like the right time to combine our tech stack with an RTB stack so we can help clients target their ads more precisely,” said Koschella.

That inflection point refers to the current state of mobile advertising, at a time where more than half the globe, 52.4 per cent, is on mobile devices.

According to eMarketer, mobile will make up 56.2 per cent of all programmatic ad spending in 2015 in the US, reaching US$8.36 billion.

The company’s platform is now integrated into AppLift’s own mobile user-acquisition platform DataLift.

In an official statement, AppLift shared that clients will now get “extended programmatic in-house and self-service benefits by combining Bidstalk’s real-time bidding capabilities with the DataLift data-management and optimisation layer.”

The announcement follows Berlin-based AppLift’s recent expansion into Asia Pacific to tap into the US$10 billion the region will spend on mobile ads. It opened three new offices in Beijing, Tokyo and Delhi this year.

Founded in 2014, Bidstalk was born out of a US$500,000 investement by Founder Vaibhav Gupta. Its clients include over 50 trading desks, ad agencies and media buyers, as well as more than 25 display and video ad exchanges globally.

We’ve reached out to Bidstalk for comment. Watch this space for updates!