In the words of Frank Sinatra, the executives at Call Genie apparently love the voodoo that VoodooVox does so well.
On Wednesday, Call Genie – a global solutions provider in mobile local search and mobile digital interactive advertising – announced it is moving ahead with plans to acquire the assets of VoodooVox, Inc., a US-based data analytics and mobile advertising network.
Based on the details made available in the acquisition’s announcement, the acquisition is intended to enable Call Genie to “further expand its diverse product offering and move deeper into the rapidly expanding mobile advertising market.”
The transaction is expected to be completed by the end of next month with Call Genie issuing 11.25 million shares to VoodooVox shareholders and paying another $1.8 million in cash over time.
If you’re unfamiliar, VoodooVox provides real-time demographic information on phone calls and mobile ad traffic.
Call Genie expects to deploy the VoodooVox Analytics product in an effort to further strengthen its position in Pay Per Call advertising.
“The more pay per call advertisers know about their callers, the more success they’ll have with their campaigns,” says Michael Durance, President and CEO of Call Genie. “Our goal is to create a smarter mobile ad network, and VoodooVox gives us audience insights that benefit key stakeholders in the mobile advertising ecosystem.”
“VoodooVox has assembled an impressive 300M record phone directory of individuals and businesses,” J. Scott Hamilton, President and CEO of VoodooVox added. “We have paid particular attention to mobile phone numbers, and believe we have created the reference data source for rich demographic information on cell phone numbers. Through our library of APIs, this information source can be easily integrated into carrier platforms and mobile ad serving networks.”