Data management firm Lotame announced that it has purchased mobile audience management startup AdMobius, according to Direct Marketing News. The financial terms of the acquisition deal were not disclosed in the said report.

Lotame founder and Chief Executive Officer (CEO) Andy Monfried said of the transaction: "This acquisition will empower our clients to engage with unique and relevant consumer audience segments across devices at a deeper, more accurate level than ever before. We will continue to create value for our clients and support their cross-platform data management needs."

Other company execs said the integration of the two firms will provide a more effective way for publishing and marketing customers to interact with their target audience. This would apply to advertisement via mobile and other channels, ZDNet detailed.

AdMobius has a team comprised of data science and technology personnel with extensive qualifications. The startup has also established strong tie-ups with other firms in the mobile ad-tech industry, the report explained.