Amobee Buys VC-Backed Gradient X

Digital advertising firm Amobee said Thursday that it has acquired Gradient X. No financial terms were disclosed. Headquartered in Santa Monica, Calif., Gradient X is a mobile marketing platform. It is backed by a number of investors that include Rincon Venture Partners, GRP Partners, Crosscut Ventures, Founder Collective, Double M Capital, Siemer Ventures and Baroda Ventures.


REDWOOD CITY, California and SINGAPORE ­ September 5, 2013 ­ Amobee, the company defining digital advertising, today announces that it has acquired Gradient X, the market-leading real-time bidding platform company. The CMO will now have a new platform for leveraging data to acquire new Generation C consumers.
With the added capabilities brought by Gradient X, Amobee¹s new platform now offers advanced real-time bidding functionality that includes support for multiple ad channels and formats, including video and HTML5. This enables advertisers to programmatically bid on digital inventory with constant price optimization in real time. Moreover, new analytics capabilities allow for full campaign transparency, leveraging multiple data signals to allow for sophisticated audience and contextual targeting. These advantages immediately translate to better ROI for the CMO.
³Together with Gradient X, our combined technology stack will bring groundbreaking solutions to the office of the CMO. The CMO is the new CTO and will be the biggest influencer of enterprise platform purchases in the future. We are going to be right there,² said Trevor Healy, CEO of Amobee. ³The founders and engineering team of Gradient X are technology rock stars, and when we met them we knew they had to be a part of the top team at Amobee.²
³We are excited to join Amobee, which is globally recognized as the leader in mobile marketing,² said Brian Baumgart, CEO of Gradient X. ³Amobee and Gradient X share a common vision in how to use technology to finally make mobile the most effective marketing channel to reach the right customer, with the right offer, at the right time and place.²
About Amobee
Amobee, the company defining digital advertising, offers comprehensive, end-to-end mobile marketing solutions and services for advertisers, publishers and operators worldwide. Headquartered in Redwood City, California, with offices in Europe, Asia, Australia, Latin America and throughout the United States, Amobee enables its large customers to run targeted, leading edge mobile ad campaigns on a global scale with unparalleled ROI. Amobee is a division of SingTel¹s Digital L!fe Group, which is focused on creating new digital growth engines to delight customers and disrupt adjacent industries. Amobee was declared the winner of the ³Mobile Marketing & Advertising Agency of the Year² award at the 17th Annual Global Mobile Awards, held at the GSMA Mobile World Congress in Barcelona. Amobee was selected for its sustained leadership, creativity, innovation and success in mobile advertising, successfully spearheading growth, adoption and evolution of this fast-growing industry.
About Gradient X
Gradient X has built the most advanced programmatic marketing platform for mobile available today. The company¹s technology brings digital feature parity to mobile, including highly effective predictive bid and optimization algorithms, data segmentation and management, advanced targeting and unprecedented control, and transparency. For more information, visit and join the conversation on Twitter and Facebook.