Digital advertising specialist, Amobee, has acquired Gradient X, a real-time bidding platform company. The size of investment is not revealed. Amobee’s platform can now offer advanced real-time bidding functionality that includes support for multiple ad channels and formats, including video and HTML5. This enables advertisers to programmatically bid on digital inventory with constant price optimisation in real time. New analytics capabilities allow for full campaign transparency, leveraging multiple data signals to allow for sophisticated audience and contextual targeting.

Amobee is part of SingTel’s Digital L!fe Group.