MMW learned Thursday morning that Amobee has acquired LA-based real-time bidding platform leader Gradient X.
Amobee says its large brand advertisers will now have access to the best data-driven programmatic buying platform on the market.
With the added capabilities brought by Gradient X, Amobee¹s new platform now offers advanced real-time bidding functionality that includes support for multiple ad channels and formats, including video and HTML5. This enables advertisers to programmatically bid on digital inventory with constant price optimization in real time.
Moreover, the company asserts in a press release, new analytics capabilities allow for full campaign transparency, leveraging multiple data signals to allow for sophisticated audience and contextual targeting.
These advantages “immediately translate” to better ROI for the CMO.
“Together with Gradient X, our combined technology stack will bring groundbreaking solutions to the office of the CMO,” says Trevor Healy, CEO of Amobee. “The CMO is the new CTO and will be the biggest influencer of enterprise platform purchases in the future. We are going to be right there.”
“The founders and engineering team of Gradient X are technology rock stars, and when we met them we knew they had to be a part of the top team at Amobeem,” Healy adds.