It looks like InMobi is on an acquisition spree focusing on app distribution & monetization platforms- the mobile ad network announced the acquisition of Metaflow Solutions, a UK-based mobile app management and distribution solution provider.
While the financial details of the acqusition were not revealed, InMobi stated that the Metaflow solutions team will be an integral part of its developer oriented efforts and the entire team will relocate to its new London office. InMobi CEO Naveen Tewari said that this acquisition will enable InMobi to improve the distribution and monetization of content from their developer and publisher partners, while Piyush Shah, VP and GM of Developer Platforms and Performance Advertising at InMobi, said that this acquisition along with its recent MMTG Labs acquisition will enable the company to offer compelling distribution, monetisation, and engagement solutions to app developers, globally.
Earlier in the month, InMobi had acquired the San Francisco based startup MMTG Labs which operates a Facebook apps marketplace Appbistro and a white label app distribution platform AppGalleries (previously known as AppStores.com). While AppBistro allowed developers to create apps for Facebook pages and Facebook Timelines and monetize it on a revenue-share basis, the more significant acquisition was of AppGalleries which is a relatively novel concept. Publishers can deploy custom app stores and earn revenue in form of affiliate commission when users buy and install apps through their customised stores. Interestingly, AppGalleries also allowed publishers to have sponsored app listings, so it’s quite a smart way to integrate ad monetization via the app ecosystem.
Metaflow Solutions: Founded in 2006, Metaflow helps developers manage and deploy digital content to consumers. The company claims to offer submission tools to developers to publish apps to hundreds of independent, OEM and operator app stores across the world. In addition, it also offers a cross platform, multi operator digital content management system which offers several monetization options to deploy free, freemium and ad-supported content.
The company claims that it currently works with thousands of active mobile developers who use its tools and currently offers the ability to distribute apps to over 350 app stores and operators globally. Some of its clients include EA Mobile, Glu, Pop Cap Games, Fox Mobile, Orange, Polarbit, SlideME, Appia, Mobango, THQ and Zed among others. We guess this is what caught the attention of InMobi and fits quite well with the recent MMTG Labs acquisition.
InMobi had also acquired the San Francisco HTML5 ad maker Sprout in August 2011, which gave InMobi access to the Sprout’s platform allowing advertisers and publishers to build, serve and measure rich media HTML5 ads, under one umbrella. In conversation with Medianama, InMobi had later said that it will use this platform to create microsites for its advertisers who haven’t yet adopted the mobile platform.
InMobi currently claims to serve ad impressions globally to 578 million customers across 165 countries and as of April 2012, the company claimed to have served 100 billion ad impressions, of which 16 billion were served in India. It had raised $200 million in a Series C funding round from Softbank Corporation in September 2011, with previous rounds being $8 million raised from its existing investors Sherpalo Ventures and Kleiner Perkins Caufield & Byers in July 2010, a $7.1 million Series A round from KPCB and Sherpalo Ventures in 2008 and an initial capital of $500,000 from Mumbai Angels in 2007.
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