IP giant and chipmaker Qualcomm has been reaching for its wallet, and has snapped up Irish ad targeting company Xiam Technologies for $32 million. According to Qualcomm, Xiam provides targeting and personalisation technology to make sure operators are delivering the right ads, offers and content to users based on their tastes by “using advanced profiling techniques”.
Qualcomm said it Xiam will act as a wholly owned subsidiary and continue selling its products as standalone offerings, although Qualcomm will also sell them alongside its other services.
With mobile advertising finally starting to get some take up, I reckon this area is going to see a lot more acquisitions going on as operators and tech companies try to find the best way to sell ads without annoying consumers.