Home Data Cross-Device Targeting Startup AdMobius Close To A Sale

Cross-Device Targeting Startup AdMobius Close To A Sale


admobiusCross-device audience targeting company AdMobius is close to a sale, and a deal could close as early as next week, according to sources with knowledge of the company.

One of the suitors is Lotame, which has made an offer, but the transaction has not yet been consummated. There may be other buyers interested as well.

AdMobius was founded in September 2012 by executives from Apple’s iAd network, including CEO at the time Dan Grigorovici, a product executive at Quattro Wireless before Apple bought it in 2010. Since then, Grigorovici has stepped into a product role, and Peter Bassett has taken the CEO reins. The company has raised $5 million to date from Storm Ventures and Opus Capital.

AdMobius belongs to a class of cross-device targeting vendors that includes firms like Drawbridge, TapAd, Adelphic Mobile, and its sale suggests a path forward for these companies in the form of acquisitions by data management platforms (DMPs) — or other companies that providing marketing technologies. These platforms use a method of audience targeting often called “probabilistic” identification, designed to overcome the cookie limitations of the mobile channel by building detailed profiles linked to individual device characteristics.

“We are ingesting multiple different types of IDs, never the original UDID, never the original device ID,” Grigorovici told AdExchanger in 2012. “We index everything in our database in terms of our own AdMobius ID…. We essentially stitch together, if you will, multiple different non‑personal identifiable IDs.”

A Lotame/AdMobius tie-up would make some sense, since the companies are already partners. Last month, Lotame launched a mobile DMP suite with technology from AdMobius.

It’s been a very busy week for the DMP space more broadly.  Monday’s acquisition of BlueKai by Oracle was a big moment both for one of the most established DMPs and for the “enterprise marketing stack” concept. Many eyes are on cloud marketing players such as Salesforce.com and IBM to see if they follow suit.

Must Read

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.