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Mobile Programmatic on Growth Trajectory for SmaatoBeijing-based Spearhead Integrated Marketing Communication Group (Spearhead) has just acquired San Francisco-based Smaato Inc. and Smaato Holding AG.

Smaato is the leading independent global real-time advertising platform for mobile publishers and app developers. The $148 million deal, still subject to regulatory approval, offers Smaato an anchor in China and the greater APAC region.

“With the growth of mobile advertising worldwide, and particularly in the Asia-Pacific region, the partnership between Smaato and Spearhead is synergistic and timely,” reads a provided statement from the Spearhead team. “With Smaato’s cutting-edge mobile monetization platform and global reach to 1 billion monthly unique mobile users outside of China, Spearhead now opens the door for Chinese brands to run international mobile campaigns and reach high-value users as they expand their businesses abroad.”

This means Smaato will have greater access to the 1 billion mobile users in China – representing the world’s second largest mobile advertising market – boosting its position as the leading independent global real-time mobile advertising platform.

“Ever since we opened our APAC office six years ago, China has been a very important market for us to cultivate, and increasingly we have seen Chinese brands eager to reach international audiences,” said Smaato CEO and co-founder Ragnar Kruse. “That’s what makes our partnership with Spearhead such a successful model, in that both sides are helping each other strategically advance their businesses.”

Smaato will retain its branding and name and remain largely independent within Spearhead.

“However, to unlock synergies between Smaato and Spearhead, a new integration team has been formed to fully leverage the scale and strategic potential of this partnership by creating an end-to-end marketing technology solution that opens new frontiers and capabilities in global advertising,” notes the statement. “(Now) Smaato and Spearhead can focus on the long-term strategy and execution of scaling the world’s leading independent mobile monetization platform with the ability to reach every mobile user, no matter their device or location.”

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