InMobi acquires context-aware computing startup Overlay Media
InMobi has acquired Overlay Media, a startup specializing in context-aware computing. Financial terms were not disclosed.
Overlay Media's Context Engine technology enables mobile devices to automatically detect a consumer's current activities and optimize the user experience accordingly--for example, if the user is in a moving vehicle, the Context Engine can adapt incoming text messages to an audio format, and as the car approaches its destination, the product also can pre-fetch content the user regularly views at that location, like Facebook (NASDAQ:FB) updates. Overlay Media also touts the Context Engine as a tool for preserving battery life, like automatically turning off Bluetooth connectivity when the user is in the office.
InMobi will integrate Overlay Media's services to improve mobile ad targeting and personalization. Its HTML5-based rich media platform now reaches 578 million consumers across 165 countries.
The Overlay Media deal is the latest in a series of recent InMobi acquisitions. Last year the company scooped up Metaflow Solutions and MMTG Labs. Japanese telecom giant Softbank invested $200 million in InMobi in the fall of 2011.
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