Marketron Acquires mSnap (Radio Ink)

Radio Ink, Brida Connolly

Marketron, which provides business software solutions and services to the media industry, has acquired broadcast-based mobile advertising network mSnap. The mSnap solution is being delivered via the Marketron Exchange platform, providing clients with audience-engagement tools, mobile content and an advertising network that will help media companies grow both audiences and revenues.

Marketron said the acquisition is a "natural progression of its integrated digital strategy to enable media companies, for the first time, to sell and fulfill both digital and traditional assets through a single, integrated platform." The company added, "This will eliminate the operational complexity of managing the sale of diverse advertising assets through multiple systems and processes. As a result, clients will be able to offer their advertisers and agencies bundled, cross-media offerings through a unified solution."

According to Marketron CEO Steven Minisini, "Given the vast penetration and growth of mobile, there is tremendous value for media companies that recognize the advertising opportunities. With the addition of mSnap, Marketron is now enabling our clients to extend further into digital, providing a mobile center piece in the next advertising medium poised for vast growth."

mSnap CEO Tim Favia said, "We are excited to join Marketron, as the company provides the technology and services integral to the success of thousands of media organizations around the world. By combining our expertise in mobile advertising technology with Marketron's software, services and distribution, we will enable media companies to leverage the mobile ad medium, and for the first time be able to sell, fulfill and account for it. This combination also provides significant scale to our network, increasing our leadership position and making us more relevant to advertisers as they move to the mobile medium."