Riding high on its $200 million investment, mobile ad network InMobi, has acquired UK based Overlay Media- experts in context aware computing. Overlay Media, which comprises of a team of data scientists, have built the Context Engine technology to deliver personalised content to mobile users.
Overlay Media develops mobile data analytics based technologies. The company’s flagship product, the Context Engine, enables intelligent on-device behaviour, wiser use of battery power and increased personalisation.
This one is first acquisition by Bangalore based company in 2013 and second in the english market. Earlier in July last year InMobi acquired Metaflow Solutions, a mobile app management and distribution company.
Commenting about acquisition, Naveen Tewari, Founder and CEO, InMobi said “We are excited to add amazing talent to InMobi. This acquisition, along with Metaflow Solutions and MMTG Labs, will help us to continue to be at the forefront of delivering highly engaging content to consumers globally.”
Rebranded from mKhoj, InMobi had raised $200 million from Japan’s Softbank. In October, the company had shut down its offices in Africa and Russia.as a part of its routine reassessment of business environment.
Founded in 2007, InMobi builds mobile-first technology platforms that leverage advances in big-data, user behaviour, and cloud-based architectures to simplify advertising. Agencies and advertisers use InMobi platforms to create HTML5 rich media ads and engage 578M consumers across 165 countries.