Velti VP Sullivan Sees Mobclix' Long Tail Focus As Key Synergy In Acquisition

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MobileLate last week, UK mobile marketing firm Velti announced that it had acquired mobile ad exchange Mobclix, which "connects more than 25 online, video and mobile ad networks including Millennial Media, Jumptap, InMobi, Traffic Marketplace, Mojiva and Smatto," according to the release. Read more.

Dakota Sullivan, VP of global marketing at Velti, discussed the acquisition.

AdExchanger.com: Regarding the importance of both the software and technology of Mobclix as opposed to the buyers and sellers on Mobclix exchange, which is more important to Velti?

DS: Both. Velti will certainly leverage key pieces of Mobclix technology, which are excellent. Particularly since Mobclix has been focused on "long tail" mobile publishers and application developers while Velti has focused on major brands and media companies.

Will you be focusing on the UK with the acquisition? What do you see as next steps in terms of Mobclix and Velti's geographic focus?

Mobclix is already doing business in the UK and certainly will leverage Velti's footprint there more aggressively in the coming months to meet the needs of UK developers and ad networks.

What will happen to the Mobclix team and how will it be integrated into Velti's?

Mobclix will operate as a separate company through 2011, with the two companies working on joint development opportunities. All Mobclix management and staff are remaining with the combined company.

By John Ebbert

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