Lotame acquires startup AdMobius, adds cross-device targeting

What: Data management platform Lotame has acquired mobile ad targeting startup AdMobius for an undisclosed sum.
Why it matters: Following the acquisition, Lotame adds  cross-device targeting data and capabilities (desktop machines, tablets, smartphones and SmartTV).

LOTAMEADMOBIUSLotame has acquired mobile ad targeting startup AdMobius. This startup, founded in 2012 by former leaders of Apple's mobile ad network iAd, identifies audiences across devices for ad targeting purposes. It basically aggregates data to create audience segments that mobile ad networks, publishers, and demand side platforms can use to improve their ad targeting.

Following this purchase, Lotame will accelerate its ability to use non-cookie methods to find users across their devices, including mobile and desktop. Its clients, including ESPN, The Weather Company (a joint AdMobius client), Advance Publications, and Politico, will be able to create more personalized user experiences with desktop machines, tablets and smartphones.

Adding cross-platform tracking is an increasing priority for DMPs.

Companies such as Acxiom, BlueKai, Krux, Turn, and [x+1] are all deeply focused on it. As these companies move through their separate build-versus-buy calculations, they are likely to look at AdMobius competitors like Drawbridge, TapAd, Adelphic Mobile as possible acquisition targets. Actually, some already have. AdMobius's sale follows by six months Experian's acquisition of 41st Parameter, another cross device ID firm, for US $324 million.

AdMobius’ leadership team includes CEO Dan Grigorovici, a product exec at Quattro Wireless (before Apple bought it in 2010) who has stepped into a product role. Grigorovici and most of the company's staff will be retained by Lotame, but current CEO Peter Bassett is moving on, as is CFO Bill Tinsley. Lotame employs approximately 70. AdMobius has raised US $5 million from Storm Ventures and Opus Capital while Lotame has raised US $44 million, including a US $15 million "Series D" round that closed earlier this month.

“This acquisition will empower our clients to engage with unique and relevant consumer audience segments across devices at a deeper, more accurate level than ever before. The key element of this is overcoming limitations in the platform space,” said Lotame CEO Andy Monfried in the acquisition press release.

The financial terms of the deal have not yet been disclosed.


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