Independent mobile advertising network InMobi, continuing a recent shopping spree, has purchased Metaflow Solutions, which provides mobile app management and content distribution solutions. The acquisition was announced Wednesday, and terms were not disclosed.
Six-year-old Metaflow provides intelligent submission tools for large publishers, which the company said simplifies the global deployment and content management process. With its tools, for instance, developers can mass-publish apps to hundreds of independent, OEM and operator app stores worldwide.
‘Highly Compelling Distribution’
InMobi Founder and CEO Naveen Tewari said in a statement that the acquisition will allow the network to continue growing its mobile ecosystem. Metaflow’s tools, Tewari added, will help InMobi to “rapidly expand the distribution and monetization of content for our developers and publisher partners.”
Metaflow’s employees will become part of InMobi’s developer team at its new London office.
Piyush Shah, InMobi’s VP and General Manager of Developer Platforms and Performance Advertising, told news media that the Metaflow purchase, along with the recent acquisition of MMTG Labs, will strengthen the company’s ability to offer “highly compelling distribution” to app developers and publishers worldwide. MMTG Labs, a San Francisco startup, created an application marketplace for Facebook pages and a white-label app store platform.
Billions of Ad Impressions
InMobi, founded in the Asia-Pacific region in 2007, currently has offices on five continents. It describes itself as the largest independent mobile advertising network in the world, and, last fall, it raised US$ 200 million in funding from Softbank. Competitors include AdMob/Google, iAd, Jumptap and Milennial Media.
The network serves billions of ad impressions daily, reaching nearly 560 million consumers in more than 165 countries. Its services include mobile advertising, analytics for ad tracking and Sprout, a HTML5 global platform for mobile brand advertising.
Metaflow, founded in 2006 and based in southern England, provides its distribution solution for restocking mobile content to over 240 mobile sales channels and portals.
The company said that its distribution mechanism covers all of the submission requirements, devices and ingestion mechanisms for all the major revenue generating channels worldwide.