InMobi’s acquisition of AerServ will enhance monetization for publishers

InMobi has acquired AerServ for US$90 million in cash and stock to create a mediation platform with a unified programmatic auction for mobile in-app publishers. This acquisition will enhance monetization for publishers globally and further enhance the InMobi Exchange, a premium mobile programmatic platform.

Globally, mobile premium publishers seek greater control over advertising revenue and deeper transparency into both the buyer landscape and pricing than what supply-side platforms offer today. These publishers are looking to further scale their advertising revenue using a best-in-class programmatic exchange, which will bring header bidding into mobile in-app for the first time. Together, InMobi and AerServ’s technology will deliver a next- generation platform that goes beyond traditional ad mediation and provides high-quality brand demand, marking the industry’s first platform to deliver this combination to publishers worldwide.

Together, InMobi and AerServ boast over 90 per cent viewability and over 70 per cent video completion rate, more than double the industry benchmark for mobile – helping better meet the demands of today’s brand advertisers when it comes to programmatic spend. AerServ has integrations with over 75 DSPs, exchanges and agencies around the world, enhancing InMobi’s global footprint and together cover a large majority of the Fortune 500 brand buyers

With this investment, InMobi’s video and programmatic business will account for 35 per cent of the overall company revenue and will solidify InMobi’s leadership position in the mobile video advertising industry in the U.S. InMobi Exchange scale will increase as AerServ runs more than 90 billion ad opportunities each month and provides access to brand programmatic demand to over 2,000 mobile apps.

"This acquisition fits in perfectly with our global strategy to bring next-generation platforms for premium publishers. That aside, we are two profitable companies combining forces to cement our leadership position in mobile video advertising, and our integrated prowess in this space will help us scale our business in new directions globally," said Naveen Tewari, Founder & CEO, InMobi. "Our combined platforms will bring next-generation mediation capabilities to premium publishers and establish the first programmatic video exchange in India and China. Over the next three years, we expect to increase our brand programmatic revenue tenfold with this acquisition and continue our investments in that direction."