Mobile advertising company InMobi on Tuesday announced the acquisition of Overlay Media, a U.K.-based startup focused on context aware mobile technology. The team of data scientists behind the company has developed a platform called the Context Engine designed to deliver personalized content to mobile users, according to the inMobi release.
The technology can automatically detect different mobile device attributes and other data such as batter power and user location in order to deliver an application or to tailor how data is presented to users, according to a TechCrunch report.
"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,” said InMobi founder and CEO Naveen Tewari, in a statement.
The Overlay Media team will be based in InMobi’s London office. Terms of the deal were not disclosed.