The mobile ad sector buying frenzy continues as Amobee expands beyond operator space.
Amobee says the deal brings it 'one step closer to fulfilling its long-term vision aimed at creating the industry’s largest mobile advertising exchange'.
At present, customers for Amobee's ad serving 'dashboard' include major operators such as Telefonica and Vodafone. They use the tech to power their own ad operations.
It's a very different business from that run by RingRing, which is more of a buying agency and represents advertisers and media buyers rather than owners of inventory.
“This acquisition solves an industry issue. By leveraging the RingRing Exchange we are able to streamline the process and connect supply and demand using the best technology on the market,” said Zohar Levkovitz, CEO of Amobee.
“In doing so, we will be able to reduce the friction associated with today’s mobile media buying and offer a more integrated mobile advertising experience to our customers.”
The acquisition is subject to certain closing conditions and is expected to be completed in the first quarter.
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It follows Google's purchase of AdMob, and Apple's swoop for Quattro in the last month.
