SOURCE: 4INFO

4INFO

June 22, 2010 18:00 ET

4INFO Announces Agreement to Acquire Butter, Inc.

Creating Full Service Mobile Media Advertising Platform

SAN MATEO, CA--(Marketwire - June 22, 2010) -  4INFO, Inc., a leading mobile media company, today announced a definitive agreement to acquire Butter, Inc., based in New York City, NY. 

Butter is a leading provider of experience-based mobile media solutions leveraging handheld applications. Financial details of the acquisition were not disclosed. All Butter employees will join the 4INFO team. The acquisition, which is expected to close in July 2010, is subject to customary closing conditions.

The combination of 4INFO's expertise in mobile display and text message advertising with Butter's unique mobile applications ad solutions will help cement 4INFO's leadership in the smartphone and handheld applications market, delivering advertisers immediate access to the applications audience. Together the two companies will meet a wider set of advertiser needs and provide access to a full spectrum of mobile solutions with a single point of contact, delivering the highest per interaction value in mobile. 

Through building a robust suite of mobile optimization tools, Butter quickly became a leading application solutions company in the mobile marketplace, with advertisers such as Coca-Cola and Energizer taking advantage of the growing audience for mobile applications. "This acquisition creates great value for brands seeking to reach consumers at every point of mobile contact," said Timothy Price, CEO and co-founder of Butter. "Creating a comprehensive suite of mobile media solutions will increase return on investment for advertisers, and allow for cross-channel marketing campaigns that reach the greatest number of mobile consumers."

4INFO will use the Butter acquisition as part of its expansion strategy beyond current SMS and display programs with partners such as Yahoo!, USA TODAY, NBA, and hundreds of other top publishers that use 4INFO's msgHaven™ publishing platform and adHaven™ advertising platform. Partner publishers will now have access to application monetization opportunities and enhanced optimization tools for increased inventory efficiencies and application revenues.

"Butter is an excellent strategic fit for us," said Zaw Thet, chief executive officer of 4INFO. "Both companies excel at creating engaging mobile experiences for consumer marketers. The combination of our expertise in SMS and display advertising with their application ad products and tracking technology creates a fully holistic approach to mobile advertising."

About 4INFO
4INFO is a leading mobile media company that provides an integrated mobile publishing, marketing, and advertising platform to top tier publishers and advertisers. We help our customers create business value through mobile interactions. 4INFO's expertise in text messaging, mobile ad serving, mobile search and mobile marketing allows our customers to drive the highest per interaction value in the mobile channel. 4INFO's consumer services provide real-time SMS information and entertainment text messages. 4INFO investment partners include US Venture Partners, Draper Fisher Jurvetson, NBC Universal, Mezzanine Capital Partners, and Gannett Company, Inc. 4INFO is headquartered in San Mateo, CA, with offices in New York. Learn more at: http://advertising.4info.com

About Butter
Founded in 2009, Butter, Inc. is a leading provider of handheld marketing solutions leveraging iPhone© and Google Android OS© Applications ("apps"). Butter creates innovative and engaging advertising experiences for brands and consumers alike. Butter's proprietary measurement and optimization tools and app aggregation strategy enable brand advertisers to deliver relevant advertising messages to mobile consumers and app developers to gain access to increased revenues. The team is comprised of leaders in digital media, gaming, planning, development and advertising experience. Learn more at: http://www.itsbutter.com