Ad solutions firm to use 3D specialist's tech for more interactive brand campaigns.
Singtel-owned Amobee has made the swoop for Cooliris' AdJitsu, following a partnership between the firms that was launched last summer to develop 3D ads.
Amobee will integrate the AdJitsu tech into its product suite as part of the takeover, allowing partners – networks, developers, brands – to create 3D ad verticals that will offer mobile users enhanced engagement and speed.
This is in turn expected to generate higher click-through rates and revenues for advertisers.
Trevor Healy, CEO, Amobee, said: "Creating mobile ads with an immersive 3D experience fundamentally changes the way people perceive ads. Instead of a passive experience, mobile users now interact and play with the ad, which is key to starting a love affair between the consumer and the brand.
"With AdJitsu’s advanced 3D technology, Amobee’s mobile ad campaigns feel like mini apps that mobile users look forward to receiving."
Soujanya Bhumkar, CEO of Cooliris, said: "AdJitsu’s exponential business success in the global market demonstrates the value of full-featured experiential advertising.
"We are thrilled about this acquisition because it impacts the future of mobile display advertising and benefits consumers, publishers and brands worldwide.”
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