Google has acquired Helsinki, Finland-based drawElements in a move to improve on its mobile 3D graphics services. The startup focuses on optimizing complex graphics and reduces fragmentation between mobile device hardware. The technology can double-check the manufacturing process to keep quality standards high.
Keeping close tabs on the hardware and the manufacturing processes will improve cross-channel advertising. Keeping manufacturing standards and processes consistent eventually will trickle down to brand marketers who evaluate and implement new mobile advertising technology and attribution models.
Google and drawElements did not disclose the financial terms of the deal, but some estimate the dollar value of the deal at around eight figures.
"We're excited to announce that we're joining Google. Thanks to everyone who has helped us along the way; we're grateful for your support," says the drawElements Web site. "Over the next few months, we'll be working with our colleagues on the Android team to incorporate some of our technology into the compatibility test suite."
drawElements specializes in analyzing and modeling mobile 3D graphics through the toolkit, dEQP, known for benchmarking the accuracy, precision and stability of OpenGL ES and OpenCL GPUs. It enables detailed quality comparisons between different vendors and GPU architectures, as well as tools for analyzing and debugging any issues uncovered by the tests. It gives a better understanding of what's happening within the graphics processing unit.
The privately held company founded in 2009 had less than 10 employees. The other two tools are Blitrix and dERAC. Blitrix is a 2D composition tool for modern compositing user interfaces or image manipulation. dERAC -- solves performance-critical, on-the-fly code generation problems, such as compiling OpenGL ES shaders.