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SingTel’s Amobee expands digital marketing reach with Gradient X acquisition

Veronica C. Silva | Sept. 9, 2013
Amobee can further support CMOs in the digital platform.

A business unit of Singapore Telecommunications Ltd (SingTel) has recently acquired a real-time bidding platform company to help digital marketers capture the new generation of customers. 

Amobee, a mobile advertising company that is a division of SingTel’s Digital Life Group, said it has acquired California, USA-based Gradient X, which has developed a marketing platform for mobile marketing. 

Amobee said that by combining their digital ads with Gradient X’s real-time bidding platform, they can empower chief marketing officers (CMOs) to capitalise on business analytics to maximise their campaigns across multiple ad channels and formats. These channels and formats, which include video and HTML5, help advertisers bid in on digital inventory with constant price optimisation achieved in real time. 

“Together with Gradient X, our combined technology stack will bring ground-breaking solutions to the office of the CMO (chief marketing officer),” said Trevor Healy, CEO, Amobee. He further describes the CMO as “the new CTO (chief technology officer) and will be the biggest influencer of enterprise platform purchases in the future.” 

Gradient X specifically brings the digital feature parity to mobile to Amobee’s new analytics capabilities. This includes highly effective predictive bid and optimisation algorithms, data segmentation and management, advanced targeting and unprecedented control, and transparency.

In a company statement, Amobee said: “These advantages immediately translate to better ROI for the CMO.”

Brian Baumgart, CEO, Gradient X, said they share with Amobee a common vision to help make mobile technology an effective marketing channel “to reach the right customer, with the right offer, at the right time and place.”

With its headquarters in Redwood City, California, Amobee operates other offices in Europe, Asia, Australia, Latin America and other parts of the United States. It is also a division of SingTel’s Digital L!fe Group, which is focused on creating new digital growth engines. 


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