Growth solution provider DCMN is strengthening its mobile expertise with the acquisition of US startup 1SDK for an undisclosed sum. 1SDK, an attribution platform that measures the performance of mobile marketing campaigns, will be integrated with DCMN’s existing technology suite as the company ramps up its efforts to address the growing demand for mobile marketing solutions.
Until now, DCMN has primarily focused on developing its TV attribution technology. However, as more people switch to mobile to consume content, this deal will allow DCMN to develop a proprietary mobile capability, as well as launch new features leveraging the two platforms.
DCMN’s Co-Founder and Managing Director, Andreas Dengler, said: “We strongly believe that mobile is the future. The time spent with mobile digital media has now surpassed desktop, and the trend is expected to accelerate. This acquisition gives DCMN the technology to measure the success of its mobile campaigns based on its own datasets, something which is only going to become more and more important to deliver an exceptional marketing performance.”
The 1SDK tool works by measuring conversions from mobile advertising campaigns using key metrics including retention, engagement and churn (or app uninstalls). The company is incorporated in the US with a development hub in Kochi, India.
The acquisition is an asset deal which will see 1SDK’s platform integrated with DCMN’s growing suite of marketing technologies, including its TV attribution tool. Existing 1SDK users – primarily Indian startups and companies with mobile apps, including leading Hindi daily newspaper Dainik Bhaskar – will be transferred to the relaunched tool once it is available. 1SDK’s founder Anil Kutty joins DCMN as Director of Mobile Products, while the team of developers also join DCMN.
Commenting on the deal, Mr Kutty said: “Customers are looking for an integrated experience across multiple channels including TV, online and mobile. Under the deal, 1SDK’s mobile analytics platform will be combined with DCMN’s current portfolio of innovative TV attribution capabilities to best meet the needs of our current and future customers. Together, we are confident that we can bring a disruptive solution into the market.”
The deal will see DCMN open an additional tech hub in Kochi, with the DCMN and 1SDK teams to work together to integrate both companies’ attribution tools. DCMN also recently established a mobile-focused special innovation task force as it seeks to ramp up its range of performance-driven advertising solutions in this field.