Internet media platform blinkx has acquired LYFE Mobile. LYFE Mobile offers a smart mobile technology to deliver relevant ads to consumers based on their geographic location and other attributes.
blinkx plc (“blinkx” or the “Company”), the Internet media platform that connects consumers with brands through professionally generated content, today announces that it has acquired LYFE Mobile, an innovative mobile Demand Side Platform (DSP) and Data Management Platform (DMP), in an all cash transaction.
LYFE Mobile offers a smart mobile technology to programmatically deliver relevant ads to consumers based on their geographic location and other attributes. With access to over 100 million users in the US and 600 million worldwide through its integrations with supply side partners, LYFE Mobile’s cross channel platform offers a full range of mobile advertising formats, including mobile display, video and native ads with customized, dynamic audience segmentation and targeting capabilities. LYFE Mobile’s targeting capabilities and API recognize a mobile user’s recent activities and environment — whether it’s raining at a specific location or the user just researched movie show times, and can seamlessly insert relevant advertising on over 5,000 devices and across 100,000 mobile applications. The acquisition of LYFE Mobile represents the continued extension of blinkx into the demand side of the programmatic value chain, which has been a core strategic initiative of the Company. As part of the transaction, blinkx has hired the LYFE Mobile team — a talented and multifaceted group of engineers, data scientists and business staff with years of relevant mobile experience and relationships.
“At blinkx our growth strategy is focused on three key areas — video, mobile and programmatic, which we feel represent the future of digital advertising,” said S. Brian Mukherjee, CEO of blinkx. “LYFE Mobile is one of those rare companies operating in the sector that delivers in all three areas for blinkx. The acquisition enables us to fill a critical gap in our product portfolio, which would have otherwise taken years to build. While the transaction will not have a material impact on revenue in the near term, and is currently loss making, it represents our first foray as a company into the demand side of the programmatic ecosystem. The deal further underscores our vision to become the leading, fully integrated, cross device video advertising technology and data platform, connecting consumers and brands through premium content worldwide.”