InMobi Buys Analytics Firm Overlay Media

Mobile advertising network InMobi has acquired UK-based mobile analytics technology developer Overlay Media for an undisclosed sum.

Founded in 2007, Overlay Media employs a team of data scientists who have built the firm's flagship Context Engine product. The product collects data from mobile devices - including the user's location - and uses it to provide personalised content. InMobi says it will use this technology to enable its mobile advertisers to deliver more targeted ads to specific users.

The Overlay Media team is led by founder Ian Anderson (pictured), who says his firm's goal has been 'to develop technology that enables mobile devices to provide a highly personal and immersive user experience'. He adds: 'We are excited to join InMobi to further their position as a market leader in mobile advertising.'

Web site: www.inmobi.com .