RNTS Media – the parent company of mobile ad tech group Fyber – has acquired Inneractive, a mobile ad exchange for native and video inventory.

According to the statement made this morning (March 3), the deal is worth an initial cash consideration of $46 million for the entire share capital of Israel-based Inneractive Ltd, and a maximum of $76 million dependent on three-year growth targets.

RNTS will tout over one billion active monthly users to its mobile supply-side platform whilst significantly boosting its programmatic capabilities following the takeover. This will enable it to tap into key verticals, including entertainment, news, messaging, social networking and utilities.

The deal forms part of a grander objective for RNTS: to surpass €200 million in revenue by 2017, which CEO Andreas Bodczek is “confident” will be met following two more recent purchases.

This latest comes just a few months following the mobile tech investor’s purchase of Heyzap for $45 million, while the company also forked out a further $11 million for Falk Realtime.

Mobile milestone

Speaking in light of the deal, Bodczek called the buying of Inneractive “another milestone” in its bid to consolidate the app advertising industry.

“Following on from our acquisitions of Falk Realtime and Heyzap, Inneractive delivers significant additional scale and programmatic capabilities to enable our publishers to generate revenue even more effectively, and our advertising partners to access a substantially broader audience across important digital verticals,” he commented.  

RNTS has jumped on Inneractive at its strongest. The acquired company’s 2015 financial report last month revealed 145% year-on-year growth for the company, fueled by a 178% increase in revenue from real-time bidding endeavours.

Its CEO Ziv Elul called 2015 results “incredible” in a marketplace where ad tech companies are “bleeding money and struggling with valuation”.

A family member

Elul went on to describe the acquisition as a “great achievement” for Inneractive, adding: “We have been working with Fyber and its strong executive team for a long time and are excited to join the RNTS family.

“We are passionate about the potential of our future together, excited about the synergies and confident in our ability to work together to offer publishers the most comprehensive tech stack in the industry.”

The acquisition of Inneractive is expected to reach completion in Q2 of this year, having satisfied closing conditions and expiry of the statutory 50 days waiting period for mergers in Israel, at which point Elul will join the RNTS executive board to steer the integration.