Kochava acquires app marketing company Machine Advertising

US-based mobile app analytics & attribution platform Kochava announced on Tuesday that it has acquired app marketing technology company Machine Advertising. Financial terms of the acquisition haven’t been disclosed.

Founded in 2015 by Danny Jones and Gary Danks, London-based Machine Advertising’s Always-on Incremental Measurement (AIM) product allows app marketers to better measure the effectiveness of their marketing campaigns and analyze how they contribute to their installs, acquisitions and sales, which is something that Apple’s IDFA changes and App Tracking Transparency framework have made much more challenging. The company also offers protection against ad fraud and invalid traffic with its App Marketing Protection (AMP) product.

In its announcement post, Kochava said that the acquisition will enable it to strengthen its measurement solutions through the AIM product, for which it previously partnered with Machine Advertising last year, and also help it grow its footprint in the EMEA region.

Kochava’s Founder and Chief Executive Officer Charles Manning said: “Machine’s product focus to deliver always-on incrementality measurement  aligns perfectly with our own objectives to add instant value to our clients. As a company built on customer-driven innovation, we are always looking for new best-in-class solutions to add to our solutions suite.”

Machine Advertising’s Co-founder and CEO Gary Danks commented: “We are thrilled to join forces with Kochava, a company that shares our commitment to innovation and customer-centric values. Our products integrate seamlessly into Kochava’s already impressive portfolio, delivering unparalleled mobile measurement products and driving even greater success for our clients. Our team will support Kochava’s EMEA expansion plans, and being part of a larger organization allows us to take our vision to the next level and have a greater impact on the industry.”

The news comes days after Kochava announced a partnership with DanAds, a Sweden-based self-serve advertising platform.

It also teamed up with Israeli in-game advertising platform Anzu last year, acquired mobile ad vendor database provider Thalamus and rebranded it as Kochava Media Index in late 2020.