Affle acquires AdColony assets to expand global mobile ad reach

MUMBAI: In the race for attention, Affle has just picked up a bigger megaphone. Affle has signed a definitive agreement to acquire select strategic assets of AdColony from Digital Turbine (DT), a move aimed at strengthening its global mobile advertising footprint and accelerating its ambitious 10X growth strategy.

The acquisition, through Affle MEA FZ LLC, includes AdColony’s Android and iOS SDKs, technology platform, existing integrations with in-app publishers and mediation platforms, as well as the AdColony brand name, domain and associated goodwill linked to the acquired assets.

The deal is expected to significantly expand Affle’s publisher reach and deepen its audience intelligence capabilities at a time when advertisers are increasingly prioritising measurable outcomes over traditional impressions.

One platform, many screens and millions of users later, the battle for better conversions is getting more crowded.

Affle said the acquisition will strengthen its AI-powered Consumer Platform by adding broader software development kit (SDK) penetration across a diverse network of mobile publishers globally. The company believes the expanded reach will enhance its ability to distinguish human users from non-human traffic, a critical factor in delivering premium consumer conversions.

The integration also supports Affle’s differentiated CPCU (Cost Per Converted User) model, which focuses on driving actual consumer actions rather than merely generating clicks or impressions.

Affle chairperson managing director and CEO Anuj Khanna Sohum said the acquisition marks a significant step in scaling the company’s global advertising capabilities.

He noted that combining AdColony’s assets with Affle’s technology stack would enable deeper audience intelligence and help advertisers achieve stronger returns on investment while creating long-term value for publishers and stakeholders.

For Digital Turbine, the transaction forms part of a broader strategy to streamline operations and concentrate resources on its core media and distribution businesses.

Digital Turbine CEO Bill Stone said the company had previously consolidated its advertising assets around a single exchange platform that evolved into DTX, allowing it to simplify its technology stack and sharpen its long-term focus.

He added that Affle was a natural fit for the AdColony assets and that the deal would create opportunities for deeper commercial collaboration between the two companies.

The acquisition also reinforces Affle’s growing international ambitions. Affle, CEO of North America and chief Strategic Investments Officer Sameer Sondhi said AdColony’s long-standing relationships with publishers complement Affle’s broader strategy of scaling personalised consumer recommendations across connected digital journeys.

According to Sondhi, the combination of expanded publisher reach and richer audience intelligence is expected to help the company drive deeper engagement for advertisers while delivering more relevant experiences to consumers.

The transaction arrives as the mobile advertising ecosystem undergoes rapid transformation, with advertisers demanding greater accountability, privacy-focused targeting and measurable business outcomes. Against that backdrop, Affle is positioning itself not merely as an ad-tech provider, but as a conversion-driven technology platform powered by artificial intelligence.

With AdColony’s infrastructure now set to join its portfolio, Affle is betting that bigger reach, sharper intelligence and stronger publisher relationships will help it capture a larger share of the global mobile advertising market.