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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,…

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