London-based mobile marketing agency Velti is buying up the Mobclix mobile ad exchange, in a deal it says now allows it to connect over 25 web, video and mobile ad networks (announcement).
Mobclix technology is a bid-based marketplace that lets iOS, Android and Windows app developers sell, track and manage ad inventory inside their creations, as well as unify the payment system for all the networks it aggregates.
TechCrunch says this consolidation shows smaller ad networks are unable to compete with Google’s AdMob and Apple’s Quattro: “The exit is a little anticlimactic, considering that the names being bantered about with respect to Mobclix