blinkx, the Internet media platform that connects consumers with brands through professionally generated content, has acquired LYFE Mobile, an innovative mobile Demand Side Platform (DSP) and Data Management Platform (DMP), in an all cash transaction.

LYFE Mobile offers a smart mobile technology to programmatically deliver relevant ads to consumers based on their geographic location and other attributes. With access to over 100 million users in the US and 600 million worldwide through its integrations with supply side partners, LYFE Mobile’s cross channel platform offers a full range of mobile advertising formats, including mobile display, video and native ads with customised, dynamic audience segmentation and targeting capabilities.

“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.”

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