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Headway buys Smadex to boost mobile programmatic capabilities

Tyrone Stewart

HeadwayHeadway, a provider mobile, programmatic, data, and performance digital marketing solutions, has acquired mobile-first programmatic platform Smadex. The cost of the acquisition has not been disclosed.

Smadex, founded in 2010, uses machine learning to enable advertisers to execute performance campaigns on mobile devices. As a result of the deal, it will be fully integrated into Headway – bringing its video, user acquisition, and re-engagement mobile programmatic capabilities to the Entravision Communications subsidiary’s international client base.

“Smadex technology enhances our mobile growth solution Mobrain, following the shift towards programmatic that our clients are increasingly looking for,” said Martin Kogan, CEO of Headway. “Its machine learning technology, forward thinking team and management are perfect additions to the company.  The Smadex team will focus on product while Headway will continue to focus on distribution, servicing clients and global expansion.”

Jordi de los Pinos, CEO of Smadex, added: “We are pleased to join Headway family and bring Smadex technology to its marketing stack. We found Headway's global scale as the ideal partner to bring our market-tested algorithms to the top mobile marketers around the world, we couldn't have asked for a better company to join.”