InMobi Acquires UK Based Mobile Analytics Firm Overlay Media

Mobile Ad Network InMobi has acquired Overlay Media, a UK-based mobile data analytics startup. Though both the companies are not revealing the monetary details, Overlay will soon shift base to InMobi’s London headquarters.

Why the decision to buy a Mobile Data Analytics company?

InMobi, in itself, is proficient at judging the multiple parameters to ensure the ads on mobile are working at the most optimum levels. In fact, the company has its own Ad-Tracker which it offers to Advertisers.  With multiple acquisitions & alliances, the company seems to have positioned itself quite well over the years. Hence this decision to buy Overlay Media seems a bit odd. But a closer examination will reveal that InMobi recently had to retrace its steps in the Russian & African Markets. Owing to lack of sufficient business & ROI, the company had to down the shutters of its regional offices. Hence the company is now aware that each market has its own quirks & are specific to that region alone.

Besides being proficient about its home country, Overlay Media has a few more aces up its sleeve. The company develops mobile data analytics-based technologies and its flagship product, the ‘Context Engine’, enables intelligent on-device behavior, wiser use of battery power and increased personalization. In other words, in the hyper-customized ad-world, the Context Engine is intelligent enough to decipher which ads to beam based on the context the target user is consuming.

InMobi is apparently flush with funds thanks to its largest deal (till date) in the mobile Internet space in India, with US$ 200 Million commitment from Japan’s Softbank Corp. Coincidentally, the company had earlier acquired Metaflow, another UK-based company which offers mobile app management and distribution solutions. With strategic tie-ups InMobi is set to aggressively corner the upcoming & promising Mobile Ad Sector. Do you think such inorganic multi-national acquisitions will accelerate its growth?

Image Courtesy |  imobitrax

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