InMobi announced the acquisition of AerServ on Wednesday. The $90 million cash-and-stock deal is set to create what company executives describe as a mediation platform with a programmatic auction for mobile in-app publishers.

The deal gives a boost to InMobi’s video and programmatic business, which now will account for 35% of the company’s overall revenue. AerServ runs more than 90 billion ad sessions monthly and provides access to programmatic strategies for brands to reach consumers through more than 2,000 mobile apps, increasing the scale of InMobi Exchange.

Zenith Media estimates that two-thirds of the world’s digital display advertising will be traded programmatically by 2019, up from 59% in 2017. The value of advertising sold programmatically will rise to $84.9 billion from $57.5 billion, respectively.