Amobee Consolidates European Relationships, Forms Huge Network

There are a number of giant, global mobile advertising companies or "platforms" emerging. Beyond the big brands, Google, Yahoo, Microsoft, there are Velti, inMobi and Amobee. Of the latter three, Velti and Amobee are more similarly situated, while inMobi is an ad network doing ad sales directly. 

Today Amobee announced that "it has been appointed by Gruner + Jahr Electronic Media Sales (G+J EMS) to represent 75% of premium mobile content in Germany. Amobee will become the exclusive partner in mobile advertising, serving billions of ads impressions per month." 

Amobee explains that Germany is the "largest single-country mobile ad marketplace" in Europe. The company also claims that it can, through its carrier partners and publishers, "reach around 1 in 7 mobile users on the planet every day."

Previously Amobee acquired mobile ad agencey RingRing Media. The company says its ultimate goal is to create "the industry‚Äôs largest mobile advertising exchange dedicated to connecting publishers, advertising agencies and brands to premium inventory in real-time, on a global scale."

There are many other mobile ad "exchanges" and ad mediators in the market, including AdMarvel, Smaato, Nexage, Mobclix and others. Over the next year the mobile ad market is ripe for M&A as major players try and build more global scale. US-based mobile ad network Millennial Media has indicated it may try and go public.

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Related: Nexage announces major platform upgrade for optimized mobile ad mediation & optimization.