Mumbai-based online ad network and audience measurement provider Komli Media India Pvt Ltd has acquired Admax Network, a South-east Asian digital media network, for an undisclosed amount. Admax is part of the DMS Group, which is backed by Softbank China & India Holdings – a wholly owned subsidiary of Softbank Corp that focuses on early-stage and pre-IPO investments in China, India and the rest of South-east Asia.
Admax has presence in markets like Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam, reaching over 90 million users on a monthly basis.
The acquisition will provide Komli with a diverse publisher network of 4,600 local and international websites, including Admax’s exclusive sales partnership with Facebook in Thailand, Indonesia and the Philippines, and with MSN in Thailand. Komli is already a Facebook partner in India.
“Admax’s deep publisher and advertiser relationships and strong team presence across key markets in the South-east Asia will further reinforce our position. We are delighted to have our expertise come together, allowing the combined organisation to flourish as the strongest player in the region,” said Prashant Mehta, CEO of Komli Media.
Komli will integrate its current South-east Asia team, operating as Aktiv Digital, with that of Admax, under the Komli Media brand. Aktiv Digital, a Singapore-based digital media company, was acquired by Komli in June 2011 and it says a lot about Komli’s keen interest to gain a major market share in South-east asia.
For Admax, this deal would mean access to Komli’s technology platforms solutions across a whole range of media like display, mobile, video, social, data and search advertising.
“We are especially excited to leverage its (Komli Media’s) innovative RTB, mobile and video platforms to deliver more value to our partners and deepen our presence in South-east Asia,” said Mathew Ward, CEO of Admax Network.
Post-acquisition, Komli Media will have more than 400 people on board and will service more than 1,000 active advertisers across the Asia Pacific with a reach of over 150 million unique monthly users, according to the company. Recently, Komli also launched its research lab for online ads in Bangalore.
Key investors in Komli include Draper Fisher Jurvetson India, Helion Venture, Nexus India and Norwest Venture Partners. The company has raised over $28 million in four rounds of funding over the past five years, with thelast round of $15 million raised in January 2011.
Besides Aktiv Digital and Admax, Komli had also acquired US-based mobile ad network ZestAdz within the span of one year.