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Google Inc (GOOGL) Courting InMobi To Battle Facebook Inc (FB)

Competition for more ad-revenue is heating up as more companies rush to accumulate market share in the highly lucrative mobile advertising business. Google Inc (NASDAQ:GOOGL) is already flexing its muscles in the space with reports indicating it is in talks to acquire India-based mobile advertising startup, InMobi. The search giant will look to use InMobi to counter Facebook Inc (NASDAQ:FB)’s dominance of advertising on mobile devices.

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Economic Times reports that Google Inc (NASDAQ:GOOGL) will soon initiate a technology due diligence of InMobi followed by discussions on potential commercial terms. Financial terms are yet to be discussed, but there has been reports that the mobile advertising platform was looking for a valuation in the $2 billion and above range. Talks of a potential merger begun last September although they stagnated.

InMobi was founded in 2007 by Naveen Tewari and fellow IT gurus, Amit Gupta, Mohit Saxena, and Abhay Singhai and is considered as one of the most successful startups in India. The startup specializes in helping some of the world’s biggest brands deliver their advertisement campaigns to their desired crowd at the right time. It is a data-driven mobile advertising business that operates the same way as Facebook and Google Inc (NASDAQ:GOOGL) on the advertising front

InMobi already has a working relationships with some of the world’s top brands including Yamaha Motor, Microsoft Corporation (NASDAQ:MSFT) and Adidas, having delivered advertisements for them to nearly a billion mobile phones. The ad tech space that InMobi operates in has been under immense pressure in the recent times from the likes of Millennial Media and now Facebook Inc (NASDAQ:FB)

Google Inc (NASDAQ:GOOGL) is believed to have come back to the negotiation tables after witnessing the disruption that Facebook was causing on the advertising front especially on mobile devices. Should a deal in the $2 billion range be inked, it will be the biggest so far in India’s red-hot startup business, which continues to attract attention from foreign companies.

Google Inc (NASDAQ:GOOGL) will not be the first multinational company to pursue a deal in one of the fastest growing emerging markets. Twitter Inc. (NYSE:TWTR) has already acquired mobile marketing startup ZipDial in the country as it seeks to bolster its capabilities in Asia’s second largest marketplace. Facebook also has on its ranks another India startup’s Little Eye Labs that specializes in analyzing Mobile Data.

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