Berlin-based business accelerator The HitFox Group has announced the acquisition of mobile targeting platform Datamonk and a 1 million ($1.3 million) investment in mobile user acquisition platform Apploop.
Said announcements come one week after HitFox disclosed a record profit of 15 million ($20.6 million) for 2013.
Datamonk, a mobile targeting and analytics platform, relies on a sophisticated mobile analytics approach to aggregate and analyzes over one trillion points of data on over one million mobile apps every month.
HitFox plans to leverage Datamonk's targeting technology as a key asset for mobile advertisers looking to run more efficient real-time bidding (RTB) campaigns.
All about growth
Speaking on the acquisition, Datamonk founder and CEO Sujka underscored the growth potential for both companies.
"With HitFox, we are proud to have found the perfect partner to bring Datamonk to the next level," he detailed. "We will continue to run Datamonk as entrepreneurs while profiting from HitFox's expertise to grow data-driven companies."
Jan Beckers, CEO and founder of HitFox, stressed the importance of RTB exchanges.
"Today, only 10 percent of mobile ads are served through real-time bidding exchanges - three years from now it will be about 50 percent.
"We initially got to value Datamonk's performance and potential in this market as one of their customers. With Datamonk joining the group, we are now excited to be at the forefront of this development."
Ads beyond gaming
Apploop, meanwhile, is a mobile user acquisition platform specializing in the optimization of life time value at a guaranteed CPI for all non-gaming verticals
Apploop was incubated by HitFox Group with 1 million ($1.3 million) in seed capital in 2013 and launched in January 2014.
Hitfox reports that Apploop is generating "mid-six figure monthly revenues" with campaigns in 50 different countries.
Both Apploop and Datamonk are not the end of HitFox's acquisitive plans for 2014. The firm noted that it plans to acquire two to four additional companies before the year's end while creating at least 100 more positions for engineers, data scientists, and product specialists.