Mobile advertising network, InMobi, has officially acquired mobile video monetization firm AerServ for $90 million. InMobi plans to create a header bidding solution for mobile apps through the acquisition.
The move brings together the two companies’ programmatic exchanges to develop a fairer dynamic for the in-app ecosystem.
Publishers have long desired enhanced control features across in-app platforms.
In a statement, the company said:
“With the addition of AerServ, InMobi effectively emerges as a new gold standard for mobile marketing and advertising in North America and across the globe, including key markets such as China and broader APAC.”
Josh Speyer, Chief Executive Officer at AerServ, explained:
“We’re excited to join forces with InMobi and grow the mobile advertising and programmatic industry together. Our decision to embark on this new adventure was made easy by the great partner we have in InMobi, their expertise in the industry and global scale. This will allow us to scale our platforms together across the globe and build a strong business in previously untapped markets such as China and broader APAC.”
Through the integration, InMobi plans to offer greater reach and scale across a unified InMobi Exchange for both Open Exchange and private marketplace buys. Further, buyers will be able to tap into more mobile video formats and enjoy greater viewability across all formats.
The move means that video and programmatic advertising inventory will now account for more than 35% of InMobi’s total revenue.
“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.”