Consolidation in the mobile advertising market continues at breakneck pace. After Google’s proposed $750m acquisition of AdMob and Apple’s $275m bid for Quattro, Amobee is now buying RingRing Media of the UK for an unspecified – but probably much smaller – amount.
California-based Amobee said the deal would result in a combined company bigger than Quattro in terms of revenues and number of ads served each month. Analysts at IDC estimate Quattro has around $21m in mobile ad revenues, giving it around 7 per cent of the market. Both would still be dwarfed by the combined Google/Admob, which would have nearly a quarter of the market with revenues of $68m.