Applift, a leading mobile user acquisition platform, announced today the appointment of Remco Westermann as the new Chief Executive Officer. Applift was recently acquired by publicly listed Media and Game Invest plc (“MGI”) to strengthen its portfolio of media and advertising services as the global mobile user acquisition expert.
Maor Sadra, an ad tech industry veteran, hands the leadership over to Remco Westermann. MGI wants to continue and speed up the global growth strategy of Applift. The company has continued its rapid growth in the Latin America and Japanese market, and has opened new offices in Russia and Vietnam. In cooperation with other MGI group companies Applift is now widening its services portfolio with new products. Maor Sadra will continue working with the company in an advisory role.
Remco Westermann is the Chairman of Games and Media Invest plc and has spent the last 15 years of his career in the mobile and entertainment sector. Westermann previously founded the listed company Bob Mobile AG (later Cliq Digital AG) and helped to establish and lead Sonera Zed as its CEO. After the acquisition and repositioning of gamigo AG, using a successful M&A strategy, Westermann has built a fast-growing media and gaming group with global reach.
360 degree marketing services
“Applift is now part of a strong media group with clear synergies to deliver a full range of mobile and online services to brands globally. A client can get their entire marketing stack from us – from performance marketing on social, search and mobile platforms to influencer marketing, media strategy and even video production,” said Remco Westermann.
Access to MGI’s capital and other group companies means Applift will increase investment into its growth and market position, further driving forward internationalization, supply quality and traffic transparency. Additional investment will also go into technical tools that give advertisers real-time insight into their mobile campaigns, something that has been missing in the mobile ad market that continues to grow 20% year-on-year.
“Five years at Applift has been an amazing experience and completing a successful sale to MGI was the perfect time for me to hand over company leadership to Remco. Critical topics I raised years ago – mobile attribution, measurement, and ad fraud – are now part of the mainstream conversation and I’m proud of the role Applift has played in improving the mobile ad ecosystem,” commented Maor Sadra.