Mobile marketing platform Swrve raises $30M, acquires adaptiv.io

Swrve’s marketing automation platform is seeing some strong uptake with mobile app makers, and the company has picked up a new $30 million funding round to keep the good times rolling.

Swrve said mobile developers have now installed its software development kit a billion times.

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The round was led by Evolution Media Partners, TPG Growth and Participant Media, and the Ireland Strategic Investment Fund (ISIF). Existing investors Acero Capital and Atlantic Bridge also participated.

The company said it’ll use the new money to continue its global expansion and to continue developing its platform.

The San Francisco, California-based company has also acquired adaptiv.io, a data automation platform for mobile. Swrve said the adaptiv.io technology will help it launch a new product called Swrve Amplify, which lets brands multichannel campaigns informed by real-time targeting data.

“We’re excited about the simplicity of Swrve Amplify in allowing us to make real-time decisions based on all of our data sets, no matter what silo they live in,” said Adam Warburton, head of mobile at Travelex. “We see tremendous value in transforming all of our user data to make an instant connection with our most loyal customers.”

Swrve unveiled a new predictive marketing program for game developers in August. The technology predicts gamers’ actions, then targets them with the right promotions and messages to improve engagement and retention.

“Mobile has reached that point where brands and games can’t ignore it,” Swrve CEO Christopher Dean told VentureBeat earlier this year. “But mobile has to be integrated into an omnichannel, where it has to be aligned with all of the messages going to the consumer. We want to deliver an integrated story on omnichannel communications.”