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Affle 3i will acquire Israel-based Perion Network in an all-cash deal valued at approximately $420 million, or roughly ₹3,700 crore.
Perion shareholders will receive $11.70 for every share, around 34.5% more than the stock’s closing price before the deal was announced.
Affle helps companies find potential customers online and encourages them to take a measurable action, such as downloading an app, registering for a service or purchasing a product. The company is particularly established in mobile advertising and emerging markets such as India.
Meanwhile, Perion’s technology uses AI to decide where advertisements should appear, identify suitable audiences and measure how effectively campaigns perform.
Over the past three years, it has completed three acquisitions and combined its different advertising businesses through a platform called Perion One.
The why: combining the two could connect the entire advertising journey.
Perion can help show the first advertisement. Affle can help identify and complete the final conversion.
Affle calls this CTV-to-Cart. It wants to build a similar system for digital billboards, called DOOH-to-Cart. The goal is to connect advertisements seen on televisions or outdoor screens with purchases made later online.
This could help brands measure whether expensive television and billboard campaigns are actually generating sales not merely reaching large audiences.
The geography angle: Affle has a large presence in emerging markets, while Perion gives it wider access to advertisers in developed markets, particularly North America.
Following the acquisition, the combined platform is expected to work with thousands of advertisers across more than 100 countries, including businesses in e-commerce, retail and healthcare.
