Taiwanese mobile Internet service provider General Mobile Corporation (GMobi) said it acquired Tel Aviv-based mobile performance ad-tech startup MassiveImpact.

MassiveImpact is a leader in performance mobile advertising, backed by strategic investors in the mobile space including Softbank, SingTel Innov8, Gemini Israel Ventures and PVP. The company’s business is based on a “pure-CPA” cost per action advertising model to optimize mobile traffic monetization. Its “real time performance” approach “matches advertiser offers to users, based on historical behavior and past purchases.”

The startup was co-founded in 2005 by mobile-tech expert Sephi Shapira, CEO, and robotics expert Elad Inbar, the company’s former CTO and current board observer, focusing from its early days on the Asian market.

Shapira, who also founded mobile music monetization platform EscapeX in 2014, reportedly sold his first software company, Interchan, to a Chinese company in 2011. He previously represented several Israeli companies including Amdocs and Comverse in Taiwan from 2000 to 2003, selling their software to local telecommunication companies. He’s a BSCE graduate of Ben Gurion University of the Negev.

MassiveImpact says it “reaches over 1 billion users in 190 countries,” with blue chip clientele including leading tech, retail and gaming brands Gameloft, Citibank, AIA, Tencent, and Baidu, among others.

In 2014, MassiveImpact was selected as a Red Herring Top 100 Europe winner. “Selecting startups that show the most potential for disruption and growth is never easy,” said Alex Vieux, publisher and CEO of Red Herring. “We looked at hundreds and hundreds of candidates from all across the continent, and after much thought and debate, narrowed the list down to the Top 100 Winners. Each year, the competition gets tougher but we believe MassiveImpact demonstrates the vision, drive and innovation that define a Red Herring winner.”

With this latest acquisition, which complements its existing mobile technology services, GMobi says it now provides app developers with a comprehensive advertising platform, encompassing a variety of web, mobile, and social channels.

For GMobi customers, the MassiveImpact acquisition means “greater value via optimized targeting, content delivery, and end user experiences through the company’s real time performance platform.”

“We’re excited to revolutionize how brands connect with consumers. Combined, GMobi and MassiveImpact’s technologies will transform mobile advertising experiences,” said Paul Wu, founder and CEO of GMobi.

MassiveImpact founder and CEO, Sephi Shapira, said that, “The acquisition will add our strength and experience with social platforms to GMobi’s existing marketing campaigns and put GMobi in a highly competitive position in the mobile advertising industry.”

GMobi is a global provider of mobile Internet services and products, driving revenue in emerging markets for mobile devices Original Equipment Manufacturers (OEM’s). Founded in 2011 and backed by MediaTek, Trend Micro, SingTel Innov8 and CDIB, the company says it currently “partners with more than 100 OEMs on projects across 2000 different Android models, reaching over 150 million users worldwide.” Headquartered in Taiwan, GMobi has offices in China, India, Russia, Singapore, Thailand and the United States.

Photo: Sephi Shapira, Co-Founder & CEO, MassiveImpact.

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