PubMatic Snaps Up Mocean Mobile

Mocean-MobileSupply-side platform (SSP) provider PubMatic acquired Mocean Mobile (formerly Mojiva), a mobile ad server, for an undisclosed sum, the companies said on Monday.

Mocean Mobile’s ad-serving capabilities and its ad network extend the mobile capabilities PubMatic gained from its 2012 acquisition of mobile development tech startup Mobiprim, according to PubMatic President Kirk McDonald.

“We launched our mobile efforts in 2012 and by acquiring the leading mobile ad server in the marketplace, we think that we are poised to accelerate the solutions that the marketplace needs to grow,” McDonald said. “Not just multiscreen solutions, but also cross-device inventory management and monetization solutions. Everyone will be looking for cross-screen optimization capabilities and we are well-positioned to do that.”

PubMatic is one of many ad tech companies that are racing to scale their mobile offerings. AppNexus teamed up with mobile ad network Millennial Media last year to build a mobile ad exchange, MMX. Yahoo partnered with Mocean Mobile on a mobile marketplace in February and retargeting firm Criteo has rolled out targeting solutions for the mobile Web and native apps.

PubMatic will continue to work with Mocean Mobile’s clients, which include mobile ad networks, app stores and nearly 50 publishers, the company said.

While Ad Age tagged the acquisition cost at $15.5 million, Mocean Mobile co-founder and Chairman Miles Spencer said that price was incorrect.

“I’m not sure who their source was but the person who was supposedly familiar with the transaction was not very familiar with it,” Spencer said. Spencer declined to comment further on the actual amount of the deal.

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