California-based mobile ad tech company Amobee has bolstered its offering by buying real-time bidding (RTB) platform Gradient X.

The 2005-founded firm, which was bought for $321 million last year by Singaporean telecoms company SingTel, has acquired the LA-based marketing platform for mobile – for an undisclosed amount.

With offices also in Europe, Asia and Latin America, Amboee offers advertisers, publishers and operators a variety of mobile advertising solutions – from planning and strategy services to conversion tracking analytics and auto-optimisation techniques.

With the added capabilities brought by 2012 startup Gradient X, which  raised a $3.75 million seed financing round in June last year, Amobee’s new platform now offers an advanced RTB function that includes support for multiple ad channels and formats, including video and HTML5.

Amobee’s chief executive officer (CEO), Trevor Healy, said this enables advertisers to programmatically bid on digital inventory with constant price optimisation in real time.

New analytics capabilities will also allow for full campaign transparency, leveraging multiple data signals to allow for ‘sophisticated audience and contextual targeting’.

CEO of Gradient X, Brian Baumgart, said: “Amobee and Gradient X share a common vision in how to use technology to finally make mobile the most effective marketing channel to reach the right customer, with the right offer, at the right time and place.”