Weather Network parent company Pelmorex Corp. has officially acquired mobile ad solutions company Addictive Mobility.

The acquisition, announced Oct. 10, is part of Pelmorex’s strategy to establish itself as a company rooted in data, analytics and insights.

Pelmorex CEO Sam Sebastian told MiC the relationship with Addictive initially began when it was a data customer of Pelmorex. Sebastian said the company was attracted to Addictive’s knowledge and resources in the data space. “They’ve really built a niche as a DSP and a data management platform,” he said. “They’re mobile-first, and they have been from the beginning, and as we look at our growth plan, mobile is obviously very big for us. So this allows us to put a bit more fuel on the fire.”

Sebastian said the acquisition will also allow Pelmorex to expand its sales efforts slightly. “Right now, when we talk to advertisers and agencies, we are mostly selling advertising on our Weather Network apps or television. With that DSP [they have] ability to find audiences outside of the Weather Network, all over the web.”

Addictive’s operations will remain in Toronto, separate from Pelmorex’s head office in the suburb of Oakville. Addictive CEO Naveed Ahmad will report directly to Sebastian, who said there are no plans for layoffs or personnel changes at Addictive’s (which has more than 50 people), and that the company is anticipating possible growth down the road.

Addictive will also continue to develop its own products in the mobile ad-tech space, now with the financial support of Pelmorex.

Pelmorex’s properties currently serve more than 40 million consumers globally, and its data includes more than one billion location records per month.

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