Huge news in the world of mobile advertising has emerged over the last twenty four hours.
InMobi, the world’s largest independent mobile advertising platform, has announced the acquisition of AerServ for $90 million in cash and stock to create the industry’s first mediation platform with a unified programmatic auction for mobile in-app publishers.
“This acquisition will enhance monetization for publishers globally and further enhance the InMobi Exchange, a premium mobile programmatic platform,” a provided statement reads.
Globally, mobile premium publishers seek greater control over advertising revenue and deeper transparency into both the buyer landscape and pricing than what supply-side platforms offer today. These publishers are looking to further scale their advertising revenue using a best-in-class programmatic exchange, which will bring header bidding into mobile in-app for the first time. Together, InMobi and AerServ’s technology will deliver a next-generation platform that goes beyond traditional ad mediation and provides high-quality brand demand, marking the industry’s first platform to deliver this combination to publishers worldwide.
“This acquisition fits in perfectly with our global strategy to bring best-in-class technology for premium publishers and driving mobile programmatic video revenues to them. Our combined entities will double our headcount in the U.S. while establishing a product and tech hub for InMobi in Los Angeles, a hotspot of innovation for media and video content,” said Abhay Singhal, co-founder and Chief Revenue Officer at InMobi. “We are two profitable companies combining forces in North America and this will further cement our leadership position in video advertising, enabling us to continue investing heavily.”