AdIquity, a mobile advertising platform based in Bangalore which began life as Guruji.com (a search engine, backed by Sequoia Capital India), has partnered with Art of Click, a mobile ad network to grow its operations in APAC region. The company is looking to monetize its developer and publisher’s inventory, and this appears to essentially be a sales deal. Once a network has a publisher on board, the usage could be from anywhere in the world, and these partnerships help monetize otherwise unsold advertising inventory.

Guruji had pivoted from being a search engine to a music search engine, and then pivoted again into mobile ad-optimisation tool in 2011.

Adiquity offers mobile ads optimization, premium mobile publisher offering, real time bidding (RTB) Exchange, and SaaS based mobile ad server. The company claims that it has more than 90 ad networks and DSPs as partners who buy inventory from them, and that their platform currently manages more than 15 billion ad requests per month with more than 10,000 developers/publishers. 

Although Adiquity has not raised any funding yet, its previous avatar, Guruji, had raised $7 million from Sequoia Capital in 2006 and $8 million from Sandstone Capital in 2007.

Other players: Adiquity competes with players such as Admob, InMobi, Jivox, VServ, Komli Media, AdoTube, Vdopia, Brightcove among others. InMobi, had recently launched a new platform called InMobi Lifetime Value Platform (LTVP), which aims to allow premium publishers and app developers improve their user engagement and increase the customer lifetime value, by providing app analytics, user segmentation and insights into app usage. VServ had recently partnered with Airtel for providing telecom operator analytics via AudiencePro to advertisers for better targeting. Interestingly, while Adiquity expands its operations in APAC region, InMobi recently shut down its offices in Africa and Russia.

Mobile messaging and advertising company, Affle,  launched a new ad technology platform, Ripple, its rich media and video advertising network, offering advertising solutions across all smart screens including PC, Mobile, Tablet and smart TVs. Vuclip, a mobile video search and delivery platform, had also launched, Vuclip Click2Vid.