yello

Yello Digital Marketing Group (YDM), a South Korean digital marketing company, has acquired a majority stake in Bangkok-based social media analytics firm Computerlogy.

The financial details are currently undisclosed.

CEO Vachara Aemavat gave insight into the motivation behind the merger, “Due to rapid change in advertising technology, it is challenging to develop products and services that can readily serve customers’ needs in the market.”

Pertinent to the comment is the announcement that the merger provides Computerlogy with the opportunity to work with YDM to develop an R&D centre.

Computerlogy was founded in 2009 and uses tools like SocialEnable and TH3RE to help brands target their social media marketing by using Big Data analytics to provide them with consumer insights. It is a badged Facebook Marketing Partner, meaning it has been vetted by the social media giant and is provided with technical support and partner-only access to the Facebook marketing team.

YDM’s motivation for the acquisition appears to be its desire to accelerate Computerlogy into becoming Southeast Asia’s top social media marketing provider. The company is no stranger to acquisitions — owning 22 companies including Cauly, AdQUA and PurpleFriends.

Sang Seok Lee, CEO of YDM, said in a press release, “With the joining of Computerlogy, YDM Group will solidify its data analysis capability and lead social media advertising market in Asia through synergies among family companies.”

YDM parent company Yello Mobile is an acquisition machine. Funded in 2012, the company has 74 apps in its portfolio and acquired a whopping 61 companies in 2014. Multiple apps have crossed the 10 million download threshold with the most recent being the social media curation platform Pikicast in July.

According to its website, Yello Mobile has over 2,000 employees and claims more than 24 million monthly service users.

Computerlogy won the Facebook Developer World Hack competition in 2012.

Also Read: Yello Mobile acquires adtech startup Adplus