Upsight agreed to sell its PlayHaven ad network to marketing firm Science, as it focuses on the continued growth of its enterprise analytics and marketing platform.
The sale comes six months after Upsight was formed through the merger of app promotion company PlayHaven and analytics player Kontagent.
The deal encompasses PlayHaven’s ad monetisation product, which provides targeted ad serving and customer acquisition through its user segmentation platform.
The ad network, the operating team of which will join the Growth Labs division of Science, generates more than 5.7 billion monthly sessions across 1.5 billion devices.
Existing advertising campaigns will continue to run on PlayHaven.
Upsight will continue to offer its own analytics services alongside the in-app marketing tools and push notifications that were originally part of the PlayHaven business.
“With complete focus on our software-as-a-service business, Upsight will aggressively invest and expand into new verticals and quickly launch new analytics and marketing products that help our customers bridge the gap between insight and action,” commented Andy Yang, Upsight CEO.
It is understood that the divestment of the ad network will allow Upsight to remain a neutral platform and avoid any real or perceived conflicts of interest between its services.
Science plans to grow the PlayHaven ad network by investing in new products for mobile advertisers and publishers looking to improve user acquisition and monetisation.
Upsight launched the first product based on its combined analytics and marketing capabilities in July. Catherine Mylinh, GM of new markets for the company, told Mobile World Live that GeoTrigger, a location-based analytics and marketing tool, was focused on expanding the company’s reach to “folks outside gaming”.