In what looks like a firesale, Call Genie has acquired US-based mobile analytics and advertising network company VoodooVox, which has raised a ton of venture capital from investors like Apax Partners, Softbank Capital, Steamboat Ventures (Disney), Berkshire Capital Investors and Village Ventures.
VoodooVox provides demographic information on phone calls and mobile ad traffic in real-time, enabling companies to gain insights into their call volume and mobile application activity.
Call Genie, which is listed on the Toronto Stock Exchange, says it acquired the company to expand its product offering and move deeper into the mobile advertising market.
Under the terms of the agreement, Call Genie will issue 11.25 million shares to VoodooVox shareholders, as well as pay an additional $1.8 million in cash over an unspecified period of time.
VoodooVox CEO J. Scott Hamilton in a statement says the company has amassed roughly 300 million phone records of individuals and companies alike. He continues:
“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”.
The transaction should be completed in January 2012.