InMobi acquires LA-based startup AerServ for $90 million

InMobi, Bengaluru-based global mobile advertising platform, on Wednesday, announced the acquisition of Los Angeles-based AerServ for $90 million in cash and stock to create the industry's first mediation platform with a unified programmatic auction for mobile in-app publishers.

This acquisition will enhance monetisation 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.  

InMobi and AerServ's technology will deliver a next-generation platform that goes beyond traditional ad mediation and provides high-quality brand demand, marking the industry's first platform to deliver this combination to publishers worldwide.

Commenting on the development, InMobi Founder and CEO Naveen Tewari said the 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," he said.

AerServ Chief Executive Officer  Josh Speyer said the company is excited to forces with InMobi and grow the mobile advertising and programmatic industry together.

"Our decision to embark on this new adventure was made easy by the great partner 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," said Speyer.

With this investment, InMobi's video and programmatic business will account for 35% of the overall company revenue and will solidify InMobi's leadership position in the mobile video advertising industry in the US. 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.

InMobi made four acquisitions, including Sprout in 2011, MMTG Labs and Metaflow Solutions in 2012 and Overlay Media in 2013. AerServ is the biggest acquisition for the company as other acquisitions were between $5 to $20 million.