Brief:

  • Mobile advertising platform InMobi announced today that it has acquired ad tech firm AerServ for $90 million to create what the companies say is the largest programmatic video platform geared toward mobile publishers, according to a press release made available to Mobile Marketer.
  • With the acquisition, the companies aim to boost monetization for publishers, provide a more transparent and streamlined buying process and bring header bidding into the mobile in-app ecosystem for the first time, per the release. Revenue generated by programmatic and video ad inventory will make up over 35% of InMobi’s overall revenue.
  • The current programmatic platform, InMobi Exchange, will integrate AerServ’s more than 90 billion monthly ad opportunities and access to over 2,000 apps, as well as grow the exchange’s global reach, as AerServ is integrated in more than 75 DSPs, exchanges and agencies around the world.

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