Velti (LON:VEL), the company that specialises in mobile marketing and advertising technology, has acquired Mobclix Inc., a privately-held mobile ad exchange network. The deal gives Velti a mobile ad exchange that connects more than 25 online, video and mobile ad networks including Millennial Media, Jumptap, InMobi, Traffic Marketplace, Mojiva and Smatto. The service serves and monetises more than 3,280 ad requests per second or 8.5 billion ad requests per month through more than 15,000 mobile application developers who collectively have downloaded the Mobclix SDK more than 312,000 times. The system has served 33 billion ad impressions on more than 100 million unique smartphone devices

Mobclix was founded in 2008 as an open, bid-based marketplace for mobile developers, advertisers, ad networks and agencies and has more than 25 employees and contractors. The Mobclix embedded SDK (software developer kit) is used by iPhone, iPad, Android and Windows developers as a way to develop applications, then to sell, track and manage the ad inventory on those applications. Mobclix yield optimisation technology enables developers to obtain favourable pricing from multiple ad networks, while the Mobclix platform enables publishers to view reporting on the performance of their inventory, easily add or subtract networks and have revenue consolidated in a single convenient payment. Advertising networks access the Mobclix marketplace in order to purchase targeted inventory across mobile applications.

Alex Moukas, the chief executive of Velti, said: “Mobclix has established itself as an innovative and important player in the areas of mobile applications and analytics. In concert with Velti's existing software-as-a-service-based mobile marketing and advertising solutions for agencies, brands, mobile operators and media organisations, we believe the combined companies present a valuable resource.”

Yesterday, Velti reported that revenues had jumped by 170% to $38.2m in the first half of 2010, with pre-tax losses down to $7.8m from $10.4m previously. During the period the company ran campaigns for 545 clients, of which 150 were new clients, including Samsung, Coke (NYSE: KO), Canon (NYSE: CAJ), Lenovo (HK: 992), Paramount, Royal Dutch Shell (LON:RDSA) , Mars, Bharti, Movistar and Google (Nasdaq: GOOG). Shares in Velti rose from 442.5p to 612.5 during the course of September.

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