Sizmek also acquired Aerify Media, which it intends to integrate fully into its MDX campaign management platform. The MDX platform consolidates what used to be separate advertising technologies, including ad serving from MediaMind, programmatic data solutions from Peer39, rich media from Unicast and EyeWonder and social media activation through Republic Project.
Aerify, whose entire team will join Sizmek, produces technology designed to collect customer data from desktop sites, mobile sites and mobile apps with which marketers can build behavioral profiles to better target and attribute path-to-purchase actions. Its functions include in-app tracking and analytics, mobile retargeting, cross-device user identification and deep-linking technologies.
Sizmek anticipates Aerify’s tracking and attribution capabilities to be fully integrated into Sizmek’s product suite by Q4.
The focus is mobile commerce, a common buzzword a few years ago. But Andrew Bloom, SVP of corporate and business development at Sizmek, sees this changing.
“Now, the number of app marketers who are deploying apps and are genuinely driving mobile strategy is real and mobile commerce is much more than a buzzword,” he said. “Take a look at the number of ecommerce apps that are out there and the increasing time that people are spending on these apps.”