Media and Games Invest SE Acquires Start-Up Dataseat, An Innovative Mobile Demand-Side Platform, Specializing in Contextual User Acquisition - Seite 2

Since its founding only four years ago, Dataseat has built a unique and proven set of technologies that have been able to generate consistent results and scale for both Tier 1 games and non-games app advertisers.

A small accretive acquisition, accelerating the Flywheel – more advertisers lead to more publishers:

As part of MGI's advertising software platform, the Dataseat DSP now will have direct access to MGI's strong first-party content and data, including a games portfolio with more than 800 million users and its Software Development Kit (“SDK”) which is integrated into more than 20,000 apps, giving access to 2 billion mobile users. This combined with other media activities and customers of MGI’s ad-tech offering under the Verve brand will enable Dataseat to further increase its speed of growth.

Integrating Dataseat into MGI’s media offering will also make its advertising software platform even more attractive for games and app-first advertisers. Additionally, there will be a positive impact for MGI’s own mobile game studios, including the recently acquired studio AxesInMotion. The acquisition will directly increase the number of advertisers from the games sector.

Scaling MGI’s demand-side with future oriented technology – ticking further boxes in the ad value chain:

Dataseat will strengthen MGI's DSP segment (user acquisition for advertisers), which currently generates 7% of the Company’s revenues, while the supply-side platform (“SSP”) segment (monetization of advertising space for publishers) currently accounts for 93% of group revenues.

To cover the high volume on the SSP segment, MGI currently works with various other DSPs, which allows the Company to match an already strong supply (publishers) with the appropriate level of demand (advertisers). Strengthening direct demand will lead to further efficiencies for the advertisers, better results for the publishers and a higher overall margin for MGI. The future-oriented focus on targeting without using identifiers also adds a strong USP to MGI’s offering.