The acquisition enables advertisers to bid on digital inventory and acquire new content consumers.
The digital ad solutions company has acquired real time bidding platform Gradient X, adding to its services and boosting data to acquire new content consumers.
The bidding technology will be combined with Amobee’s platform, creating a leading RTB (real time bidding) DSP (digital signal processing) and trading desk.
The advanced bidding functionality will include support for multiple ad channels and formats, including video and HTML5.
Brian Baumgart, CEO of Gradient X, said: “Amobee and Gradient X share a common vision in how to use technology to finally make mobile the most effective marketing channel to reach the right customer, with the right offer, at the right time and place.”
Advertisers will now be able to programmatically bid on digital inventory, with prices of ad space changing in real time – plus new analytics capabilities allowing for full campaign transparency.
Trevor Healy, CEO of Amobee, commented: “The founders and engineering team of Gradient X are technology rock stars, and when we met them we knew they had to be a part of the team at Amobee.”