Tuna Cetin
Mobile deep-linking platform Branch announced on Wednesday that it has acquired California-based first-party data platform AdLibertas to help reach its target to ‘make mobile more connected, relevant, and open’.
While the companies didn’t disclose the financial information of the acquisition, AdLibertas’ team which consists of less than 10 members will join Branch, as reported by AdExchanger.
Founded in February 2016 by Adam Landis, AdLibertas aims to help mobile app publishers better understand their app performance and enhance their outcomes by providing them with useful insights.
The acquisition’s purpose is to provide Branch a competitive edge against the continuing upheaval in the mobile ecosystem, which is getting more and more complex. Branch said in a LinkedIn post that the deal will let them build the next generation MMP.
Branch’s Co-founder and COO Mike Molinet said: “The mobile advertising ecosystem is growing increasingly complex and privacy-focused, but AdLibertas has a head start in building toward the future where mobile marketers depend on data to remain effective. We’re thrilled to bring the AdLibertas team on board to leverage their deep expertise as we expand Branch’s MMP offerings.”
AdLibertas’ Founder and CEO Adam Landis commented: “Mobile advertising and measurement are undergoing fundamental change which presents both an incredible challenge and opportunity for mobile marketers. We’ve long been fans of Branch and the company’s vision for the future. We’re excited to team up and build towards that future together.”
The deal marks Branch’s third acquisition so far since its founding in 2014. The company acquired Tune’s attribution analytics platform in September 2018 and Nova Launcher, which is one of the most popular Android launcher apps, in July 2022.
Earlier this year, the company also raised $300 million at more than $4 billion valuation.
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