Mobile Targeting at Heart of Ad Tech Acquisition Spree
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The long-awaited ad tech consolidation picked up its pace this week, as four online ad companies — retargeting firm Criteo, ad targeter Media6Degrees, ad buying company X+1 and Yahoo — each acquired a mobile ad tech startup over the course of three days.
Mobile ad tech acquisitions aren’t an altogether new trend. Google picked up mobile ad network AdMob in 2009, and Apple followed suit in buying rival ad net Quattro Wireless in 2010. But those deals were largely about being able to run ads on mobile. The recent spate is about getting closer to targeting mobile ads as though they were desktop ones.
“Every ad tech company that’s good at the web has to get good at mobile,” said David Pakman, a partner at VC firm Venrock and investor in Media6Degrees.
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