Both companies are young. Mobile Ad Spy first opened up to beta customers in May. WhatRunsWhere launched a year ago and competes with AdClarity, AdBeat, and MixRank. Bigger players in the space are Kantar Media's AdExpress and comScore AdMetrix (which also has a mobile capability).
With the acquisition WhatRunsWhere grows from 8 employees to 10. WhatRunsWhere has customers including performance marketers like MediaTrust and Dedicated Media. It doesn't disclose customer numbers but Mobile Ad Spy says it has 50 beta testers of its product.
WhatRunsWhere COO Max Teitelbaum tells AdExchanger, "The deal closed in June, but we've been working since then to build everything together and clean everything up. We're completely self-funded. [Cofounder] Mike Cojanu and I both ran successful marketing companies before this, so we took all the risk as we built it. We have no plans to raise money for now, but who knows what the future holds."