Independent mobile advertising platform InMobi has announced it has acquired AerServ for $90 million to create the industry’s first mediation platform with a unified programmatic auction for mobile in-app publishers.
This acquisition will enhance monetisation for publishers globally and further enhance the InMobi Exchange, a premium mobile programmatic platform.
Together, InMobi and AerServ’s technology will deliver a 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.
AerServ has integrations with over 75 DSPs, exchanges and agencies around the world, enhancing InMobi’s global footprint, and together cover a large majority of the Fortune 500 brand buyers.
With this investment, InMobi’s video and programmatic business will account for 35 per cent of the overall company revenue, and will solidify InMobi’s leadership position in the mobile video advertising industry in the US.
InMobi Exchange scale will increase, as AerServ runs more than 90 billion ad opportunities each month and provides access to brand programmatic demand to over 2,000 mobile apps.
InMobi founder and CEO Naveen Tewari said the acquisition fits in perfectly with the company’s 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,” he said.
“Our combined platforms will bring next-generation mediation capabilities to premium publishers and establish the first programmatic video exchange in India and China.
“Over the next three years, we expect to increase our brand programmatic revenue tenfold with this acquisition and continue our investments in that direction.”
AerServ CEO Josh Speyer said: “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.”