San Francisco and Gurugram, India: Affle has announced the strategic acquisition of select AdColony assets, including the AdColony SDK for Android and iOS devices, as part of its broader growth strategy aimed at strengthening its AI-powered Consumer Platform and expanding its global publisher reach.
The acquisition, executed through Affle MEA FZ LLC under a definitive asset purchase agreement with DT (NASDAQ: APPS), formerly Digital Turbine, is designed to enhance Affle’s technology stack while reinforcing its long-term commercial partnership with DT.
The transaction includes the AdColony SDK, the underlying technology platform, existing integrations with in-app publishers and mediation platforms, the AdColony brand name, domain, and goodwill exclusively related to these assets.
By incorporating the AdColony SDK into its ecosystem, Affle aims to accelerate its 10X growth strategy and broaden connections with mobile publishers across global markets.
According to the company, the acquisition supports its vision of augmenting its Consumer Platform technology stack with a wider software development kit footprint while expanding its intellectual property portfolio.
The enhanced capabilities are expected to improve human-versus-non-human data distillation and drive premium consumer conversions through Affle’s differentiated CPCU (Cost Per Converted User) business model.
“We are excited to announce this strategic acquisition of assets as part of our 10X growth plan,” said Anuj Khanna Sohum, Chairperson, MD & CEO of Affle.
“The integration of AdColony is a significant step towards driving global scale for Affle’s advertisers with premium conversions powered by deeper audience intelligence across all our industry verticals.
With our integrated stack, we will unlock greater ROI for our advertisers and publishers alike, and thus drive long-term value for our stakeholders.”
The addition of the AdColony SDK is expected to provide Affle with broader SDK reach spanning a diverse network of mobile publishers worldwide.
The company believes this expansion will support its verticalized AI-driven consumer platform by enabling richer audience intelligence and stronger advertiser outcomes.
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For DT, the transaction enables a sharper focus on its core media and distribution platforms as well as its differentiated data and intelligence assets.
The company stated that streamlining its technology portfolio will allow it to continue investing in its primary exchange platform while maintaining a commercial relationship with Affle.
“We made the strategic decision following our Fyber and AdColony acquisitions to consolidate around a single exchange platform, which became the foundation for what is now DTX,” said Bill Stone, CEO of DT.
“That decision allowed us to simplify our technology stack, focus our investment, and build a stronger long-term platform. Affle is a natural partner for these AdColony assets, and this transaction creates an opportunity to deepen our commercial relationship, leveraging our respective supply, demand and technology strengths to deliver greater value for advertisers, publishers and partners.”
The acquisition of the AdColony SDK also strengthens Affle’s ability to deepen engagement with publishers and advertisers by leveraging AdColony’s established reputation within the mobile advertising ecosystem.
“This acquisition reinforces Affle’s commitment to continuously scaling globally and delivering personalized recommendations across the connected consumer journeys,” said Sameer Sondhi, CEO of North America and Chief Strategic Investments Officer at Affle.
“AdColony brings a long-standing and trusted reputation with publishers globally that complements Affle’s broader strategy. The acquisition further strengthens Affle’s ability to drive deeper engagement with both existing and new advertisers worldwide.
Enhanced reach, combined with richer audience intelligence for premium consumer conversions, will enable truly differentiated impact.”
By integrating the AdColony SDK and maintaining its ongoing commercial partnership with DT, Affle aims to create additional value for advertisers, publishers and stakeholders globally.
