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blinkx Acquires Mobile DSP Lyfe Mobile

blinkx, an online ad platform with a focus on video, on Tuesday announced it has acquired Lyfe Mobile, a mobile demand-side platform (DSP). blinkx acquired Lyfe in an all-cash transaction, per a release. Terms of the deal were not disclosed.

Lyfe claims to give advertisers access to over 100 million U.S. mobile users and 600 million mobile users worldwide. Lyfe supports mobile display, video and native advertisements across the mobile Web and applications. The company says it supports ads on over 100,000 mobile apps.

S. Brian Mukherjee, CEO of Blinkx, said in a statement that the company’s three ares of focus are video, mobile and programmatic—as he believes those “represent the future of digital advertising.” He added that Blinkx was attracted to Lyfe because it “delivers in all three areas.” Lyfe also has a data management platform (DMP).

Mukherjee acknowledged that “the transaction will not have a material impact on revenue in the near term,” and is in fact “currently loss making.” However, he stated, “[I]t represents our first foray as a company into the demand side of the programmatic ecosystem.”

blinkx will absorb the entire Lyfe Mobile team, which consists of engineers, data scientists and business staff, per a release.