Axonix, Telefonica’s programmatic trading platform, has acquired mobile geolocation data startup Statiq. The cash agreement is reportedly in the region of £3.5m.

Axonix says it hopes to combine its programmatic offering, Telefonica’s ‘350m customers in 21 countries’ and Statiq’s technology to create geolocation data sets in multiple markets.

Simon Bailey, Axonix CEO, told Mobile Marketing: “Axonix has been working with geolocation data for the last three years through its relationship with mobile operators. Over this time we have seen a huge increase in demand for this rich data from advertisers because it allows them to uniquely segment consumers based on their real life behaviours.

“Axonix sees the need for better products in what is becoming an over-crowded market,” Bailey added.  “By combining Statiq’s experience and knowledge of location data with Axonix’s programmatic strengths and access to first party authenticated data through Telefonica, we are now able to offer true differentiation in location based data sets.”

The acquisition will also mean O2’s mobile marketing and insights provider Weve – due to its integration with Axonix’s technology – will offer UK advertisers an enhanced and expanded location data solution.

Statiq, which launched in 2013, will continue to operate under same brand, while combining its office in London with Axonix, and maintaining offices in Barcelona and Kiev.