Pubmatic has acquired an established mobile development technology firm, MobiPrimo for an undisclosed amount. The Pune based techno startup focuses on providing mobile platform integration support to companies like Nokia, Motorola and Microsoft.
As per the deal, PubMatic will integrate the mobile platform with top mobile networks, ad servers and demand-side platforms.
Rajeev Goel, Co-Founder & CEO of PubMatic said, “PubMatic is looking for strategic acquisitions that will enhance our platform and with the MobiPrimo acquisition, PubMatic is now the only platform that provides publishers with visibility and control of their mobile and display ad revenue.”
As a result of the acquisition, employees from MobiPrimo will now join Pubmatics mobile development team. Samir Karande who earlier led the mobile and embedded vertical at Persistent Systems, founded MobiPrimo in 2010. He is currently working on his second startup which focuses on Indian consumers and market opportunities.
“Integrating mobile into our platform simplifies a previously complex effort. We are giving the publishers a single platform that ensures transparency and revenue maximization, backed by a team for providing help,” said Josh Wetzel, Vice President of Mobile at PubMatic.
Last year in May, PubMatics acquired ReviNet, a US-based advertising optimisation company, making this acquisition its second, in less than a year. The deal gave PubMatic access to 57 new publishers in the US market and 15 new employees. The company is based in California and has seven offices spread across the US, Europe and Asia (including Pune).
A privately held company, PubMatics was co-founded by Rajeev Goel and Amar Goel in 2006. Its platform combines real-time bidding (RTB), brand protection tools, audience insights and hands-on support. The company is backed by Draper Fisher Jurvetson, Nexus Venture Partners and Helion Ventures. It is also eyeing a public listing soon.
The company’s key clients include the Huffington Post, eBay, United Online, MSNBC and TV Guide. PubMatic’s sister concern Komli Media is an Indian online ad network that also offers an audience measurement service called Vizisense.
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