On-device mobile platform company Digital Turbine recently acquired AdColony – the in-app marketplace provider – from Otello Corporation for an estimated $400 million. According to the brand, AdColony reaches more than 1.5 billion monthly users globally. The move follows an industry norm of brands purchasing ad-tech providers keyed into channels that have received a boost from the pandemic, including as gaming and streaming.
“AdColony is excited to join the successful team at Digital Turbine. The underlying strategic rationale for the combination is very promising,” said Boilesen, “We believe that Digital Turbine, with its massive user base, extensive global relationships and distribution, will be uniquely positioned to benefit via the seamless integration of AdColony’s mobile video advertising expertise and global brand advertiser awareness. The combination will yield a highly-differentiated and more vertically-integrated solution for the mobile advertising industry. We look forward to joining Digital Turbine to help navigate this innovation.”
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What's Driving This Trend
- Mobile Gaming Advertising
- Brands are increasingly purchasing ad-tech providers with expertise in mobile gaming channels, creating opportunities for innovative advertising solutions.
- In-app Marketplaces
- Acquisitions of in-app marketplace providers like AdColony are becoming more common as companies seek to expand their mobile advertising reach.
- Vertical Integration
- The integration of mobile video advertising expertise with global brand advertiser awareness creates a highly-differentiated solution for the mobile advertising industry.
Who This Affects Most
- Mobile Advertising
- The acquisition of AdColony by Digital Turbine highlights the importance of mobile advertising and the potential for disruptive innovation within the industry.
- Ad-tech
- The trend of companies purchasing ad-tech providers like AdColony presents opportunities for disruptive innovation in the ad-tech industry.
- Gaming
- Mobile gaming channels are receiving a boost from the pandemic, leading to increased interest and investment from brands seeking innovative advertising solutions.
