blinkx plc, the Internet media platform, has acquired California company LYFE Mobile – a mobile Demand Side Platform and Data Management Platform – in an all-cash deal. No amount has been disclosed.
blinkx, which recently took fresh space in Cambridge UK’s technology quarter, said the move would broaden the footprint of the business as well as enhance its technology offering.
LYFE Mobile offers a smart mobile technology to programmatically deliver relevant ads to consumers based on their geographic location and other attributes.
With access to over 100 million users in the US and 600 million worldwide through its integrations with supply side partners, LYFE Mobile's cross channel platform offers a full range of mobile advertising formats, including mobile display, video and native ads with customized, dynamic audience segmentation and targeting capabilities.
As part of the deal, blinkx has hired the LYFE Mobile team - a multifaceted group of engineers, data scientists and business staff with years of relevant mobile experience and relationships.
S. Brian Mukherjee, CEO of blinkx, said: “At blinkx our growth strategy is focused on three key areas - video, mobile and programmatic, which we feel represent the future of digital advertising.
“LYFE Mobile is one of those rare companies operating in the sector that delivers in all three areas for blinkx. The acquisition enables us to fill a critical gap in our product portfolio, which would have otherwise taken years to build.
“While the transaction will not have a material impact on revenue in the near term, and is currently loss making, it represents our first foray as a company into the demand side of the programmatic ecosystem
“The deal further underscores our vision to become the leading, fully integrated, cross device video advertising technology and data platform, connecting consumers and brands through premium content worldwide.”
• blinkx posted revenues 25 per cent higher year-on-year for the 12 months to March 31 with pre-tax profit five per cent ahead to £17.6m. |
