Programmatic advertising platform PubMatic has acquired mobile ad server Mocean Mobile. The sum was not disclosed, though sources close to the deal suggest it was worth $15.5m.
PubMatic will integrate the Mocean technology into its existing mobile offering, enabling it to provide publishers with an end-to-end mobile solution for traditional direct sales, programmatic direct sales, and mediation. The new combined entity will operate under the PubMatic name.
PubMatic will continue to support Moceans existing services and retain its publishers and partners, with its 40 employees moving to PubMatic’s New York and London offices. It plans to increase investment in product development and bring the technology to markets where PubMatic already has a presence, including Japan and Brazil.
Up until January this year, Mocean Mobile was part of Mojiva, a mobile ad network which used the Mocean Mobile platform. In January, Mojiva changed its name to Mocean Mobile, with the Mojiva ad network continuing to operate as part of Mocean Mobile and the Mocean Mobile Marketplace. Its not clear whether the Mojiva ad network will continue to operate under the new owners, but we have asked the question. (Update: PubMatic says: “Mojiva the ad serving network was subsumed into Mocean Mobile, then it was transitioned to be entirely programmatic. That launched in February with Yahoo as the initial strategic exchange partner.”)
“The addition of Mocean Mobile’s highly regarded mobile ad server technology, relied upon by nearly 50 leading brands such as Skype and MSNBC, greatly enhances our ability to provide publishers with a fully integrated, enterprise grade solution built to handle the complexity of mobile,” said PubMatic president Kirk McDonald. “Further, this combination expands the infrastructure and technology underlying our multi-screen capabilities, and accelerates our ability to extend our programmatic mobile offering across direct as well as indirect sales.”
The acquisition is part of the continuing consolidation of the mobile advertising space, which began back in 2009 with Googles $750m buyout of AdMob, followed the next year by Apples acquisition of Quattro Wireless, which became iAds. In the last year alone, weve seen Telefónica buying Veltis Mobclix technology, Millennial buying Jumptap, Twitter buying MoPub, Amobee buying Gradient X and Vibes acquiring Lumata’s US operations.