Mobile Data Firm VoodooVox Bought for $2.8m

Canadian mobile ad specialist Call Genie has acquired US-based mobile data analytics provider VoodooVox in a cash and shares deal worth $2.8m; and intends to assume its name thereafter.

VoodooVox offers real-time demographic information on phone calls and mobile ad traffic, using its own proprietary information along with data from third party aggregators. In addition, the firm has assembled a 300 million number directory of individuals and businesses.

Call Genie offers search and ad serving technology, and intends to use the VoodooVox Analytics product to strengthen its position in the 'pay per call' ad sector. CEO Michael Durance explains: 'The more pay per call advertisers know about their callers, the more success they'll have with their campaigns. Our goal is to create a smarter mobile ad network, and VoodooVox gives us audience insights that benefit key stakeholders in the mobile advertising ecosystem.'

The transaction involves Call Genie issuing 11,250,000 of its common shares to shareholders of VoodooVox, plus paying an additional $1.8m in cash over a period of time.

Additionally, Call Genie shareholders are to be asked to vote on a resolution to change the company name to VoodooVox, which Call Genie's management feels better reflects the company's business.

The transaction should be completed later this month.

Web sites: www.callgenie.com and www.voodoovox.com .