Another bit of consolidation in the mobile advertising space — this time with an ad-tech twist: Amobee, the mobile ad company that itself was the subject of a takeover by Singtel only two months ago, has now bought an ad startup of its own: AdJitsu, a specialist in “3D” advertising technologies that let users “touch” objects in ads and explore them.
Trevor Healy, the CEO of Amobee, says that financial terms of the deal are not being disclosed. Prior to the acquisition, AdJitsu was a wholly-owned division of another mobile advertising company, Cooliris.
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The mobile ad market is projected to bring in revenues of $2.6 billion this year, and while that is only a small fraction of the wider opportunity in digital advertising, the space — fueled by the smartphone boom — is only going to get bigger, and that is attracting those looking for an early foothold. Today saw another example of that coming into shape: pan-Asian carrier SingTel today announced it would buy California-based Amobee to expand its own mobile advertising business, in a deal worth $321 million.
SingTel — which has 434 million mobile customers in 25 countries, including Bangladesh, India, Indonesia, Pakistan, the Philippines and Thailand — is banking on brands wanting to target customers with mobile ads in the Asia-Pacific region, particularly in emerging markets. → Read More
Independent mobile ad network InMobi has signed a “multi-million dollar” partnership with Amobee, which provides “end-to-end mobile advertising solutions and services”.
The partnership will span three years, in which several million will pass hands as Amobee runs campaigns via InMobi’s ad network, giving a potential reach of 300 million consumers across 200 countries. The scale of the partnership is evidence, says the two companies, of the “massive growth occurring in the mobile advertising industry”, which is hard to argue with as a whole bunch of startups and major players such as Google, Apple and Microsoft are battling it out for a slice of the mobile advertising pie. → Read More
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