Advertising intelligence provider Integral Ad Science has acquired Simplytics, a UK-based mobile ad server and analytics platform. The deal brings mobile verification capabilities for in-app and mobile Web campaigns to Integral's existing verification services for video and display ads.
“We’re very excited because Simplytics is complementary to what we do and once we add our fraud capability to it, we’ll be able to measure fraud in all three channels: video, display and mobile,” said Integral Ad Science CEO Scott Knoll.
By analyzing traffic patterns and other signals, Integral's technology is designed to flag suspicious traffic in real time and prevent advertisers from serving ads to it. It also offers metrics on the number of ads that were viewed and which ones had the highest viewability rates.
Simplytics is a UK-based startup with about a dozen employees. It offers a mobile ad server and analytics platform for managing ad campaigns across smartphones, tablets, in-app ads and mobile Web. Its clients roster includes Microsoft, Peugeot, Samsung, Starbucks and Virgin Media.