InMobi, one of the largest independent mobile advertising platform, recently announced the acquisition of AerServ for US $90 million in cash and stock to create the industryâs first mediation platform with a unified programmatic auction for mobile in-app publishers. This acquisition will enhance monetization for publishers globally and further enhance the InMobi Exchange, a premium mobile programmatic platform.
Globally, mobile premium publishers seek greater control over advertising revenue and deeper transparency into both the buyer landscape and pricing than what supply-side platforms offer today. These publishers are looking to further scale their advertising revenue using a best-in-class programmatic exchange, which will bring header bidding into mobile in-app for the first time. Together, InMobi and AerServâs technology will deliver a next generation platform that goes beyond traditional ad mediation and provides high-quality brand demand, marking the industryâs first platform to deliver this combination to publishers worldwide.
On the demand side, brand advertisers are in need of transparent programmatic platforms of high-quality ad inventory that can be independently verified. It is expected that two thirds of the worldâs digital display advertising will be traded programmatically by 2019 and advertising sold programmatically will increase from US $57.5 billion to US $84.9 billion over the next two years, growing at an average rate of 21 percent a year. Together, InMobi and AerServ boast over 90 percent viewability and over 70 percent video completion rate, more than double the industry benchmark for mobile - helping better meet the demands of todayâs brand advertisers when it comes to programmatic spend. AerServ has integrations with over 75 DSPâs, exchanges and agencies around the world, enhancing InMobiâs global footprint and together cover a large majority of the Fortune 500 brand buyers.
With this investment, InMobiâs video and programmatic business will account for 35 percent of the overall company revenue and will solidify InMobiâs leadership position in the mobile video advertising industry in the U.S. InMobi Exchange scale will increase as AerServ runs more than 90 billion ad opportunities each month and provides access to brand programmatic demand to over 2,000 mobile apps.
"This acquisition fits in perfectly with our global strategy to bring next-generation platforms for premium publishers. That aside, we are two profitable companies combining forces to cement our leadership position in mobile video advertising, and our integrated prowess in this space will help us scale our business in new directions globally," said Naveen Tewari, Founder and CEO, InMobi. "Our combined platforms will bring next-generation mediation capabilities to premium publishers and establish the first programmatic video exchange in India and China. Over the next three years, we expect to increase our brand programmatic revenue tenfold with this acquisition and continue our investments in that direction."
âWeâre excited to join forces with InMobi and grow the mobile advertising and programmatic industry together,â said Josh Speyer, Chief Executive Officer at AerServ. âOur decision to embark on this new adventure was made easy by the great partnership 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.â
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