InMobi Puts Mobile Ads into Context With Acquisition of Overlay Media

It’s been a while since we heard from India-based mobile ad platform InMobi, but now we’re told that the company has acquired Britain’s Overlay Media, a data-driven specialist in context aware computing. The buy-up should help InMobi with its targeted mobile ads, since Overlay is all about delivering personalized content to phone users.

The financial terms of the deal haven’t been revealed. The Overlay Media site is now blank apart from the announcement about its InMobi deal. The UK team will move into InMobi’s London office, which is its Europe and Middle East HQ.

Overlay’s main product is its Context Engine which can help developers or brands learn about their mobile users and customers. CNN says that this hasn’t been deployed yet, giving InMobi the chance to have exclusive access to this product which will likely arrive on its ad platform later this year.

Overlay Media comprises of a team of data scientists, and InMobi founder and CEO Naveen Tewari today said of them:

We are excited to add amazing talent to InMobi. This acquisition, along with Metaflow Solutions and MMTG Labs, will help us to continue to be at the forefront of delivering highly engaging content to consumers globally.

InMobi got $200 million in investment from Japan’s Softbank back in September 2011.