InMobi, a company historically known as a mobile ad network, has announced the purchase of AerServ for a $90m fee in the hope that the newly combined offering will prove a lucrative proposition to publishers.
The transaction was announced today (January 10) with the acquisition taking place in cash and stock, with the pair claiming the offering will help publishers better monetize their inventory using mobile video inventory via the InMobi Exchange.
With this investment, revenue generated by programmatic and video advertising inventory will account for over 35% of InMobi’s overall revenue, with the company – originally founded in APAC – claiming it will also help bolster its presence in the US by doubling its headcount there.
AerServ has integrations with over 75 demand-side platforms, exchanges and agencies around the world, and accommodates more than 90 billion ad opportunities each month, plus provides access to brand programmatic demand to over 2,000 mobile apps.
A press release announcing the offering reads: “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.”
Abhay Singhal, InMobi chief revenue officer, said: “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.”
Josh Speyer, AerServ, chief executive officer, added: “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.”