InMobi acquires data analytics company Overlay Media to improve mobile ad targeting

InMobi, a leader in mobile-first technology platforms, and the largest independent mobile advertising network, today announced the acquisition of Overlay Media, experts in context aware computing.

Overlay Media, which comprises of a team of data scientists, has built the Context Engine technology to deliver personalised content to mobile users. The company’s flagship product also enables intelligent on-device behaviour as well as wiser use of battery power.

The acquisition provides significant positive benefits to the research InMobi conducts that feeds into InMobi’s products. InMobi is therefore expecting an exciting year for product innovation as it is investing to demonstrate a return on investment in this area over the next 12 months. InMobi will use Overlay Media to improve how it targets and personalizes ads to specific users.

Naveen Tewari, Founder and CEO at InMobi comments: “We are excited to add amazing talent to InMobi. This acquisition, along with Metaflow Solutions and MMTG Labs, will help us to continue to be at the forefront of delivering highly engaging content to consumers globally.”