Both the German and Italian branches of mobile advertising service Madvertise Media are set to be taken over by France-based Mobile Network Group (MNG). The deal is expected to close in the first quarter of 2014.
Madvertise Media Managing Director Björn Wendler
Madvertise Media was founded in 2013 as a spin-off of Madvertise Mobile Advertising GmbH, a startup launched out of Berlin company builder Team Europe. Madvertise underwent a major restructuring in late 2012, splitting its services into Madvertise Media and LiquidM – a SaaS that provides the company’s technology as a white-label solution for managing and optimising mobile advertising campaign. Selling Madvertise Media indicates that the founders now plan to focus fully on their technology offering, with the German holding company already trading under the name LiquidM.
In a press statement, Madvertise Media said the split was a “necessary step to implement the transition of Madvertise from former mobile ad network to a sales house with clear premium ad sales focus in Germany, Austria and Switzerland.”
Commenting on the acquisition Bjoern Wendler, Managing Director of Madvertise Media, said: “The partnership will generate strong commercial and technological synergies as Madvertise Media’s positive EBITDA and strong technology partnership with LiquidM provide a strong (groundwork) basis for successful growth of the mobile media business in the DACH region and further.”
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