Leading mobile advertising network InMobi has acquired UK-based mobile data analytics start-up and content aware computing firm Overlay Media for an undisclosed amount.
Overlay Media, which comprises a team of data scientists, has built the context engine technology to deliver personalised content to mobile users.
“This acquisition will help us to continue to be at the forefront of delivering highly engaging content to consumers globally,” said Naveen Tewari, Founder and CEO, InMobi.
The Bangalore and San-Francisco based mobile technology company enables the world’s leading brands, developers, and publishers to engage 578 million consumers across 165 countries globally.
It is backed by investors including SoftBank, Kleiner Perkins Caufield and Byers and Sherpalo Ventures.
Meanwhile, Ian Anderson, CEO, Overlay Media, said: “Our goal has been to develop technology that enables mobile devices to provide a highly personal and immersive user experience. Through this acquisition, we will further strengthen our position as a market leader in mobile advertising.”
The Overlay Media team will be based at the InMobi London office. The company has offices in India, the UK and the US, as well as in other global locations. It recently expanded its footprint in Asia, Europe and Australia.
InMobi has also acquired Metaflow Solutions, a UK-based mobile app management and distribution solutions company, and a US-based start-up MMTG Labs that makes ad software.