InMobi, a mobile ad network, has inked a three year deal with Amobee, a California, USA based mobile advertising solutions provider. The deal, which the two parties claim is for “multi million dollar deal, will enable Amobee’s clients including Coca Cola, McDonalds, Ikea, Amtrak, P&G among others, to access InMobi’s mobile ad network”. The exact financial terms of the deal have not been disclosed, but reports suggest that it may be worth $8.8 million; this is source based, and MediaNama hasn’t independently verified this information.
Amobee acts as a market-place for advertisers, aggregating mobile ad inventory from telcos, publishers, app developers and app stores. It provides solutions for integrating advertising with delivery mediums like SMS, MMS, mobile web, in addition to in-app deployment. On the face of it, this appears to be a deal wherein a party representing advertisers is partnering with a network which represents publishers.
Backed by Sherpalo Ventures and Kleiner Perkins Caufield & Byers, InMobi claims that its mobile ad network is capable of reaching out to 300 million people across, globally, and delivers around 31.5 billion ad impressions in a month. Its India ad impressions grew by 1.5 billion from October 2010 to January 2011. Amobee is backed by investors like Sequoia Capital and Accel, its telco partners include Telefonica, Vodafone, Sprint and Globe.
Besides advertising, InMobi had recently launched a mobile payments service, dubbed as SmartPay. It also offers SDKs for iPhone and Android and APIs for other platforms for developers to monetize their apps via its World Developer Fund.
Earlier this year, mobile advertising company Affle had also announced a similar partnership with Japanese mobile advertising firm D2 (Dentsu-Docomo) Communications.