Nigerian client data analytics firm Terragon Group has acquired Asian mobile advertising and marketing company Bizense in a money and inventory deal.
Based in Singapore, with operations in India and Indonesia, Bizense makes a speciality of “mobile ad platform[s] for Telco’s, giant publishers, and [e-commerce] ad networks” beneath its proprietary Adatrix platform—in response to its web site and a launch.
The worth of the acquisition was not disclosed.
The company lists viewers analytics, income optimization, and white label SSP companies amongst its consumer choices.
Headquartered in Lagos, Terragon’s software program companies give its purchasers — primarily telecommunications and monetary companies firms — data on Africa’s rising client markets.
Products permit customers to drill down on a number of mixtures of behavioral and demographic data and attain shoppers by means of video and SMS campaigns whereas connecting to on-line gross sales and funds methods.
Terragon purchasers embody native companies, equivalent to Honeywell, and international names together with Unilever, DHL, and worldwide agribusiness firm Olam.
The company’s founder and CEO Elo Umeh sees cross-cutting functions for Terragon companies in different markets.
“Most of the issues we search to resolve for our purchasers in Africa additionally exist in locations like South East Asia and Latin America,” Umeh instructed TechCrunch.
The Bizense acquisition doesn’t reduce Terragon’s dedication to its residence markets, in response to Umeh.
“We are…tremendous targeted on Africa proper now, constructing out propriety platforms powered by data and synthetic intelligence to assist Telco’s, SMEs, FMCGsand monetary establishments …enhance their buyer base and drive extra transaction volumes,” he mentioned.
Terragon’s CEO wouldn’t reveal the acquisition worth, saying solely that it consisted of “a mixture of money and shares, with the precise quantity not disclosed.”
In an interview with TechCrunch earlier this 12 months, Umeh confirmed the company was trying into international enlargement.
Tarragon already has a workforce of 100 staff throughout Nigeria, Kenya, Ghana and South Africa.
Umeh indicated the company is considering additional enlargement in Asia and the Latin America, the place Terragon already has client data analysis and improvement groups.
With the Bizense acquisition Terragon plans to “construct out platforms, instruments and machine studying fashions to assist companies…purchase new clients and get current clients to do extra.”
Bizense founder and CEO Amit Khemchandani shall be concerned on this course of. “We are excited in regards to the subsequent section of this journey as we innovate for Africa and different rising markets,” he mentioned.
With the exception of South African media and funding big Naspers, acquisitions of any type—intra-continental or worldwide—are a rarity for Sub-Saharan African startups and tech firms.
Terragon’s acquisition in Singapore, and different strikes made by a number of different Nigerian startups this 12 months, may change that. African monetary know-how firms like Mines and Paga introduced their intent to broaden in and out of doors Africa. They would be part of e-commerce web site MallforAfrica, which went international in July in a partnership with DHL.