Mobile Advertising Market Consolidation
Gail Chiasson, North American Editor
Redwood City, California-based Amobee Media Systems, a leader in advertising solutions for mobile operators, has made an agreement to acquire the world’s largest mobile advertising agency, RingRing Media, London, U.K..
The acquisition brings Amobee one step closer to fulfilling its vision of creating the industry’s largest mobile advertising exchange dedicated to connecting publishers, advertising agencies and brands to premium inventory in real-time, on a global scale.
Amobee’s customers include some of the largest mobile operator networks, including Telefonica SA and Vodafone Group PLC.
Co-founded by industry veterans Ben Tatton-Brown and Media Week ‘Rising Star of the Year’, Harry Dewhirst, RingRing Media has earned a world-wide reputation as a leader in mobile advertising, representing some of the largest brands in the world and exchanging over 4 billion impressions per month.
With this strategic move, Amobee is complementing its rich, operator-centric inventory and portfolio of services and technology with RingRing Media’s revolutionary mobile advertising exchange. RingRing Exchange is the world’s first mobile advertising platform dedicated to connecting top tier mobile advertisers, media buying agencies and local and global ad networks with leading mobile publishers, operators and application developers to maximize yield for sellers and improve campaign performance and ROI.
“This acquisition solves an industry issue,” says Zohar Levkovitz, co-founder and CEO of Amobee. “By leveraging the RingRing Exchange, we are able to streamline the process and connect supply and demand using the best technology on the market. In doing so, we will be able to reduce the friction associated with today’s mobile media buying and offer a more integrated mobile advertising experience to our customers.”
As a result of the acquisition, Amobee will make it easier for mobile advertisers and mobile publishers to co-exist, helping sellers monetize mobile display inventory and giving buyers advanced targeting tools to access to the broadest possible reach at the best possible price through one single buy.
“Both Ben and Harry have a proven track record of building highly effective global mobile advertising businesses, and now Amobee will benefit from the skill and passion they bring,” says Levkovitz. “They will continue to lead RingRing Media and help us to deliver even more intelligent advertising solutions in the future.”
“Amobee saw value in our people, technology and a deep understanding of the market,” says Tatton-Brown, who will remain managing director of RingRing Media. “Amobee and RingRing Media make an excellent match creating a gold-standard end-to-end mobile advertising solution that enables brands, advertising agencies and publishers to achieve the greatest return from mobile.”
Amobee’s acquisition of RingRing Media expands its global presence by establishing a London hub that provides a direct foothold in multiple regions, strengthening Amobee’s global position for delivering enhanced services in key territories such as the U.S., Europe, Latin America and Asia. As a result, Amobee and RingRing Media customers will now have access to the RingRing Exchange to seamlessly facilitate mobile advertising.
“We will continue to acquire adjacent companies, to build the world’s largest mobile advertising player,” says Levkovitz. “On the heels of the honor bestowed on us by the World Economic Forum as a Technology Pioneer, our acquisition strategy helps expand our global footprint and is just one example of how we plan to continue our rapid growth. Over the past four years, we have been behind some of the largest mobile advertising implementations in the world, such as Vodafone and Telefónica, becoming the most widely adopted mobile advertising platform in the industry. Our recent purchase underlines our promise to continue to create and spin out technology solutions that not only add value, but offer the best and broadest options available on the market.”
The acquisition is subject to certain closing conditions and is expected to be completed in the first quarter.
May 27th, 2014 at 13:43 @613
[…] of course last week Amobee, a mobile ad serving platform, purchased London-based RingRing Media for an undisclosed sum. Amobee’s intention is to build out the industry’s largest ad exchange. […]