Indian mobile adtech company InMobi has acquired Los Angeles-based mobile mediation and revenue management platform AerServ for $90 Mn in a cash-and-stock deal. The acquisition aims to create industry’s first ad mediation platform with a unified programmatic auction for mobile in-app publishers.
Globally, mobile publishers tend to work with multiple advertisers to get better monetisation on their impressions. Ad mediation platforms help these publishers in matching the right ad network to the right ad publisher.
Brand advertisers are thus in need of transparent programmatic platforms of high-quality ad inventory that can be independently verified. At the same time, they also seek greater control over advertising revenue and deeper transparency into both the buyer landscape and pricing than what supply-side platforms offer today.
It is expected that two-thirds of the world’s digital display advertising will be traded programmatically by 2019. Further, advertising sold programmatically will increase from $57.5 Bn to $84.9 Bn over the next two years, growing at an average rate of 21% a year.
This indicates the clear synergy between InMobi and Aerserv. “This acquisition fits in perfectly with our global strategy to bring next generation platforms for premium publishers. That aside, we are two profitable companies combining forces to cement our leadership position in mobile video advertising, and our integrated prowess in this space will help us scale our business in new directions globally,” said Naveen Tewari, founder and CEO, InMobi.
As claimed by InMobi in an official statement, this acquisition will enhance monetisation for publishers globally and further bolster the InMobi Exchange, which is a premium mobile programmatic platform. The scale of InMobi Exchange will increase as AerServ runs more than 90 Bn ad opportunities each month and provides access to brand programmatic demand to over 2,000 mobile apps.