The mobile ad acquisitions keep coming. First Google AdMob, then Apple Quattro, now Amobee acquires agency/exchange RingRing. From the press release:
Amobee Media Systems, the world leader in advertising solutions for mobile operators, today announced that it has entered into an agreement to acquire the world's largest mobile advertising agency, RingRing Media. The acquisition brings Amobee one step closer to fulfilling its long-term vision aimed at creating the industry’s largest mobile advertising exchange dedicated to connecting publishers, advertising agencies and brands to premium inventory in real-time, on a global scale. Amobee’s customers include some of the largest mobile operator networks, including Telefonica SA and Vodafone Group PLC.
Based in London and co-founded by industry veterans Ben Tatton-Brown and Media Week Rising Star of the Year, Harry Dewhirst, RingRing Media has earned a world-wide reputation as a leader in mobile advertising, representing some of the largest brands in the world and exchanging over 4 billion impressions per month.
With this strategic move, Amobee is complementing its rich, operator-centric inventory and portfolio of services and technology with RingRing Media’s revolutionary mobile advertising exchange. RingRing Exchange is the world’s first mobile advertising platform dedicated to connecting top tier mobile advertisers, media buying agencies and local and global ad networks with leading mobile publishers, operators and application developers to maximize yield for sellers and improve campaign performance and ROI.
This was essentially Amdocs' vision for mobile, but the company is nowhere to be seen. Perhaps Amobee itself is a takeover target.
Longer term telco/carrier "inventory" will diminish except in developing countries.