Kochava, the mobile analytics and attribution provider, just finished its acquisition of database maker Thalamus which connects mobile app ad buyers and vendors.
Financial details of the deal were not disclosed but it marks an important step for Kochava as the company prepares its clients for the transition to Apple iOS14 and new restrictions on ad measurement effectiveness.
“We were planning to do this acquisition anyway,” CEO Charles Manning told VentureBeat. “And the IDFA change really just was an extra kicker on why this kind of thing is important in the ecosystem. Increasingly, we believe advertisers are having a harder time finding the inventory that moves the needle for them. We will roll this into a larger platform story that we’ve been on over the last several years.”
The company hopes that the deal will help advertisers match media sources for better performance ads.
At the same time, Kochava hopes that the acquisition can diversity its solutions portfolio for brand advertisers.
“This Thalamus acquisition is a mechanism to bring in a full directory and index about all of the different publishers in the ecosystem and provide something like a Yelp for advertisers, and augmenting that with merchandising and discovery tools so that advertisers can find them,” Manning added.
The new index lets advertisers filter and search for keywords to discover ad vendors that suit their profiles and pricing models. Ad vendors, on the other hand, can use the ad buyer database to find in-market prospects.
“We’re enabling media buyers to find and plan their media sources and to understand metadata about those sources,” Manning said. “Metrics around the audiences that those media sources represent are things like our Kochava Traffic Index. Publishers can upload their first-party data on the segments that are applicable to them, and advertisers can find those segments of the audience and target them with the use of an IDFA.”