InMobi Acquires Mobile Location & Context Tech Startup Overlay Media


Mobile ad network InMobi is continuing its acquisition spree. The company has today acquired a UK-based mobile data analytics startup Overlay Media.

While the financial details of the acquisition were not disclosed, InMobi stated that this acquisition will allow them to gain deep domain expertise in context aware computing, and the entire Overlay Media team will relocate to its London office.

Launched in July 2007, Overlay Media specializes in context-aware technologies and mobile data analytics. It had developed a product called the Context Engine, which enabled the delivery of personalized content to mobile users. We therefore believe that InMobi will probably use this technology to improve the targeting and personalization of its mobile ads.

According to the company’s LinkedIn page, Overlay Media has also worked with various mobile device manufacturers, blue chip companies and small and medium sized enterprises to offer location based services and context aware services.

InMobi’s previous acquisitions

In July 2012, 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.

In the same month, InMobi had also acquired a UK-based mobile app management and distribution solution provider Metaflow Solutions. At that time, InMobi CEO Naveen Tewari had said that the 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, had stated that this acquisition along with its MMTG Labs acquisition will enable the company to offer compelling distribution, monetisation, and engagement solutions to app developers globally.

In August 2011, InMobi had 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.

The company had later rebranded Sprout as InMobi Studio. InMobi claimed to have added new features to the platform including ad development, engagement reporting and analytics, after the original acquisition. It also informed that it has signed up advertising agencies and publishers such as Hearst Digital Media, MediaCom EMEA, The Gary Group, and MocoSpace for the InMobi Studio platform, however InMobi had also noted that InMobi Studio will continue to support multiple ad-networks, and will remain independent from the InMobi network.


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