Kochava has acquired database maker Thalamus to connect ad buyers and vendors as the industry adjusts to a changing mobile app and games landscape. The acquisition price was not disclosed.
Sandpoint, Idaho-based Kochava will rename Thalamus’ service as the Kochava Media Index, which will allow Kochava to elevate the insights it gives brands and publishers to make purchasing decisions. The move is coming amid uncertainty about big platforms like iOS, as Apple is retiring its Identifier for Advertisers (IDFA) in the name of user privacy.
Kochava CEO Charles Manning said this acquisition is one of a number of deals taking place across the advertising, publisher, and mobile marketing industries as the ad tech sector gets ready for Apple’s big move. He said the the purchase of Thalamus puts in place a tool the advertising ecosystem needs in order to maintain the effectiveness of mobile advertising.
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