Motricity acquires Adenyo for $100M

Motricity Inc. (MOTR) has inked a deal to acquire Adenyo for $100 million in cash and stock.
The Toronto-based mobile marketing, advertising and analytics firm has a stable of clients, including major brands and media companies, that Motricity will likely try to leverage. But the acquisition also highlights Motricity’s interest in Adenyo’s mobile advertising and analytics capabilities, which Motricity plans to bring into its mCore Platform.
“The power of highly targeted mobile advertising, combined with highly targeted mobile commerce solutions is going to transform the mobile data industry,” Ryan Wuerch, CEO of Motricity, said in a prepared statement. “Adenyo’s technology, mobile marketing and advertising expertise and their long-standing relationships with powerful enterprise customers will significantly strengthen our position in the mobile data services ecosystem.”
Motricity has committed pay at least half of the buyout price in cash and the remainder in stock, but it could opt to make the purchase an all cash deal as well. Moreover, an earn-out provision could earn Adenyo up to $50 million one year after the deal closes later this quarter.