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.