Adding cross-platform tracking is an increasingly urgent priority for DMPs, as documented in AdExchanger's series, "The Cross-Device Question." Companies like Acxiom, BlueKai, Krux, Turn, and [x+1] are all heavily focused on it. As these companies move through their separate build-versus-buy calculations, they are likely to look at AdMobius competitors such as like Drawbridge, TapAd, Adelphic Mobile as possible acquisition targets.
Some already have. AdMobius's sale follows by six months Experian's acquisition of 41st Parameter, another cross device ID firm, for $324 million.
AdMobius was founded in 2012 by former leaders from Apple's mobile ad network iAd. The original leadership team included CEO Dan Grigorovici, a product exec at Quattro Wireless (before Apple bought it in 2010) who has stepped into a product role.
Grigorovici and most of the company's staff of about 12 will be retained by Lotame, but current CEO Peter Bassett is moving on, as is CFO Bill Tinsley. Lotame employs approximately 70.
AdMobius has raised $5 million from Storm Ventures and Opus Capital. Lotame has raised $44 million, including a $15 million "Series D" round that closed earlier this month.