Amobee snatches up real-time bidding platform Gradient X
Mobile advertising services firm Amobee has acquired real-time bidding platform Gradient X. Financial terms were not disclosed.
Gradient X exited beta in June. Its programmatic ad buying platform enables marketers to deliver targeted mobile banner, rich media and video campaigns, combining analytics and optimization capabilities within the same workflow to improve control and transparency. Brands leveraging the Gradient X platform include Microsoft (NASDAQ:MSFT), HTC, Motorola, Western Union, Jeep, Audi and Toyota.
Amobee will integrate the Gradient X platform to support real-time bidding across multiple mobile ad channels and formats, letting marketers bid on digital inventory and track price optimization in real time. Amobee also promises enhanced campaign transparency, leveraging multiple data signals to boost audience and contextual targeting.
Amobee CEO Trevor Healy told TechCrunch the Gradient X deal reflects the continued maturation of the mobile ad segment. "We're starting to see a level of sophistication come into the marketplace for mobile ads," he said. "People in the past had been happy enough to generate smaller revenues while still convincing clients of the medium, but now we see a point where we have to deliver more end-to-end value. And that will grow as more ad dollars go into mobile. [Gradient X's] products will complement our existing publishing assets a lot to help provide a full suite of services to CMOs."
Amobee partners include Google (NASDAQ:GOOG), eBay, Mozilla, Skype, Zynga (NASDAQ:ZNGA) and Nokia (NYSE:NOK). Asian telecommunications giant SingTel purchased the U.S.-based company for $321 million in March 2012.
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