MUMBAI: Microsoft-backed consumer intelligence company Affle has acquired US headquartered mobile advertising company RevX Inc in an all cash deal.

RevX’s platform, assets, brand name, intellectual property rights, business relationships and technical information shall be transferred to Affle as part of the deal, people familiar with the development said.

They did not share financial terms of the deal.

Affle India did not respond to email seeking comment as of press time Sunday.

RevX offers a mobile only self-serve programmatic platform that drives new user acquisition and maximise retargeting and reengagementbased transactions for marketers. Its platform is used by many ecommerce and mobile appdriven companies globally.

This is Affle’s fourth acquisition in the past 15 months. ET was the first to report Affle’s acquisition of Singapore based online-to-offline (O2O) platform Shoffr in February this year. Affle also bought brand, retargeting and push notification businesses and platform of marketing technology startup Vizury in September 2018, and ‘Markt’, a platform to expand its O2O commerce business, in March last year.

Affle, which has its main operations based out of Singapore and Gurgaon, had in October last year received the market regulator’s approval to list its Indian unit. The company is expected to announce its initial public offering (IPO) timelines soon, a person aware of the development said. According to Affle India’s IPO draft papers, the offer would involve Rs 90 crore of freshly issued shares and sale of 55 lakh shares by existing shareholders.

Affle Holdings, the Singapore-headquartered parent entity, counts among its investors Microsoft, D2C (the digital advertising and marketing company established jointly by NTT DoCoMo, Dentsu, and NTT Advertising), Itochu, Centurion Investment Management and Bennett Coleman & Co Ltd, which publishes The Economic Times.

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