Affle’s Maas announced today that it is strengthening its global presence with the launch of its flagship unified audience platform in Africa to enable app advertisers on the continent to achieve their user acquisition goals. According to industry estimates, mobile app consumption in Africa has increased during the pandemic, with app installs increasing by 41% between the first half of 2020 and the first half of 2021. Some of the most popular homegrown apps like Takealot, Mr. D and Halan, have revolutionized the mobile experience for Africans who spend more than five hours a day on their mobile devices consuming content from various apps.

Maas is already the platform of choice for many of Africa’s leading advertisers who have launched successful user acquisition campaigns to grow their market. With a variety of technologies offered on a single platform, Maas helps app advertisers engage quality users at scale, through directly integrated publishers, programmatic platforms and relevant app recommendations.

“Maas has been a long-standing partner for us in achieving our marketing goals and I congratulate them on their official launch into the African market. The information-driven platform has also helped us make real-time decisions quickly, be it creativity or optimizing KPIs. And I’m sure many more advertisers will be able to take advantage of the presence of the platform,” said Desigan Moodley, Takealot.

To lead the platform’s growth in the region, Maas also announced the appointment of Daniele de Canio as Business Director for the African market. De Canio is a seasoned ad tech and sales leader with over a decade of media experience and specializes in the African market, having worked for companies such as OMG Africa.

Commenting on his appointment, Daniele de Canio said: “The African app advertising space is in a unique position and advertisers on the continent can make the most of this unique opportunity with Maas’ ‘one-stop shop’ technology, which makes it easier to navigate the ad technology maze with an exclusive supply channel pool, transparent reporting and information. I am very excited to join the Maas team and drive the growth of the business in Africa to lead the expansion of the platform.”

Commenting on the launch, Ankit Rawal, Vice President of Sales and Marketing at INTL, said: “Mobile marketing in Africa has grown by the hour, not by the hour, and I have been fortunate to witness this change over the past 15 years working with clients and partners in the region . . With this launch, we believe it is time for us as a company to expand internationally and help local programs grow. Building on Daniele’s years of experience and the prowess of our customer acquisition teams, we look forward to reaching many more advertisers who have joined the platform and benefit from our distinctive offerings.”

About the Maas

Affle’s Maas is a unified audience platform that enables mobile advertisers to engage quality users at scale, through directly integrated publishers, programmatic platforms and relevant app recommendations. With features like unified, transparent reporting and CPCU-centric payouts for managed and self-service offerings, we’ll meet all your user acquisition needs at scale.

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About Affle

Affle is a global technology company with a proprietary consumer insights platform that drives consumer recommendations and conversions through relevant mobile advertising. The platform aims to improve marketing ROI through contextual mobile advertising, as well as reducing digital ad fraud. Affle provides marketers with unique and integrated consumer journeys that deliver high ROI and measurable results-driven advertising on global connected devices. Some of Affle’s leading platforms include – Appnext, Jampp, Maas, mDMP, mediasmart, mTraction Enterprise, RevX and Vizury.

Affle (India) Limited has successfully completed its IPO in India and is now trading on the stock exchanges (BSE: 542752 and NSE: AFFLE). Affle Holdings is the Singapore promoter for Affle (India) Limited and its investors include Microsoft, Bennett Coleman & Company (BCCL) among others.

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