Move will enable the partners to further develop their NeoPowerAd mobile ad network.
Since 2010, the two Italian firms have worked together to develop NeoPowerAd, and seen it grow to serve over 100 million impressions per month, with a monthly growth rate of 20 per cent.
It currently aggregates more than 100 sites, portals, publishers and apps across all major mobile platforms. Inventory partners include LaPresse, SeoWebbs, E-Buddy, Mobango, Freequency, NetcoSportsGroup.
Valentina Tranquilli, Neomobile Italy director, who has led NeoPowerAd project since its inception, has now been appointed as a Pantea board member.
The deal represents yet another bit of business for Neomobile, which has transformed itself in the last few years from D2C personalisation specialist to a multinational player than can offer services covering ads, marketing, B2B content and payments.
It follows the acquisition of Turkish VAS firm UCT in June, the purchase of Zero9 Brazil in September 2010, and the addition of mobile payments specialist Onebip in March 2011.
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Gianluca D’Agostino, Neomobile CEO, said: “The deal will finance Pantea's new ambitious business plan and international expansion.
"We do believe that innovation in the digital industry can be catalysed through partnerships with bright entrepreneurs and we are convinced that Italy is one of the leading mobile ecosystem in the world. That is why we are excited about this deal and very committed to help Pantea in its development”.
Pantea is based in Pisa and offers various marketing and ad services powered by its own proprietary ad server. Neomobile bought a minority stake in the firm along with the Italian venture capital fund AVM (Intesa San Paolo Group).
Neomobile is headquartered in Rome and has offices in Milan, Madrid, Reus, London, Paris, Belgrade, Istanbul, Mumbai, San Francisco, Mexico City and Sao Paulo.
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