Butter is a provider of experience-based mobile media solutions leveraging handheld applications. Financial details of the acquisition were not disclosed. All Butter employees will join the 4INFO team. The acquisition, which is expected to close in July 2010, is subject to customary closing conditions.
Together the two companies will meet a wider set of advertiser needs and provide access to a full spectrum of mobile solutions with a single point of contact, delivering the highest per interaction value in mobile.
“This acquisition creates great value for brands seeking to reach consumers at every point of mobile contact,” said Timothy Price, CEO and co-founder of Butter. “Creating a comprehensive suite of mobile media solutions will increase return on investment for advertisers, and allow for cross-channel marketing campaigns that reach the greatest number of mobile consumers.”
4INFO will use the Butter acquisition as part of its expansion strategy beyond current SMS and display programs with partners such as Yahoo!, USA TODAY, NBA, and hundreds of other top publishers that use 4INFO’s msgHaven™ publishing platform and adHaven™ advertising platform. Partner publishers will now have access to application monetization opportunities and enhanced optimization tools for increased inventory efficiencies and application revenues.
“Butter is an excellent strategic fit for us,” said Zaw Thet, chief executive officer of 4INFO. “Both companies excel at creating engaging mobile experiences for consumer marketers. The combination of our expertise in SMS and display advertising with their application ad products and tracking technology creates a fully holistic approach to mobile advertising.”
4INFO investment partners include US Venture Partners, Draper Fisher Jurvetson, NBC Universal, Mezzanine Capital Partners, and Gannett Company, Inc. 4INFO is headquartered in San Mateo, CA, with offices in New York.
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