Online Ad Network PubMatic has acquired MobiPrimo, a Pune based mobile development technology firm which focuses on providing mobile platform integration support to companies like Nokia, Motorola and Microsoft. The transaction amount has not been disclosed.
PubMatic states that this acquisition will allow it to provide native, cross-device support to its premium publishers and also enable the company’s mobile platform to integrate directly with the leading mobile networks, ad servers and demand-side platforms (DSPs). Following the acquisition, MobiPrimo employees will now join Pubmatic’s mobile development team, while the company CEO, Samir Karande has moved on to build another startup focussed on exploring Indian consumer market opportunities, as noted by Startupcentral.
Along with this announcement, Pubmatic also announced that it has now integrated mobile support for its management tools suite PubDirect. Rajeev Goel, company CEO claimed that the platform is now the only one that provides publishers with visibility and control of their mobile and display ad revenue.
In May 2011, Pubmatic had acquired an ad network optimization company ReviNet, to get access to 57 US publishers including The Christian Science Monitor, A.H. Belo, Boston Herald, The Sporting News, and others and extend PubMatic’s reach to 400 million users globally. Before that, PubMatic had raised $7.5 million Series C funding from existing investors Helion Venture Partners, Draper Fisher Jurvetson and Nexus Venture Partners in April 2011. Pubmatic’s sister concern, Komli Media, which recently acquired the South East Asia focused advertising network Admax Network, also operates in India, and owns the audience measurement business Vizisense.
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