blinkx has acquired LYFE Mobile

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blinkx has acquired LYFE Mobile, a smart mobile technology company that can deliver relevant ads to consumers based on geolocation. LYFE Mobile has access to over 100 million users in the U.S. and 600 million worldwide through its supply side partners. LYFE Mobile offers a range of mobile ad formats, including mobile display, video, and native ads.

LYFE Mobile has targeting capabilities and an API that can recognize a user’s activities and environment. For example, LYFE Mobile would be able to detect if it is raining at a user’s specific location. 

“At blinkx our growth strategy is focused on three key areas — video, mobile and programmatic, which we feel represent the future of digital advertising,” said S. Brian Mukherjee, CEO of blinkx. “LYFE Mobile is one of those rare companies operating in the sector that delivers in all three areas for blinkx. The acquisition enables us to fill a critical gap in our product portfolio, which would have otherwise taken years to build. While the transaction will not have a material impact on revenue in the near term, and is currently loss making, it represents our first foray as a company into the demand side of the programmatic ecosystem. The deal further underscores our vision to become the leading, fully integrated, cross device video advertising technology and data platform, connecting consumers and brands through premium content worldwide.”

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