The Mobile Majority acquires mobile location platform Gimbal to bolster geolocation technology and mobile data

Anne Freier | December 6, 2016

Mobile Advertising

The Mobile Majority logo gimbal

The Mobile Majority, the data monetisation and mobile media company just announced that it has acquired enterprise mobile engagement and location platform Gimbal, which is being employed by top brands, retailers and advertisers. The move is in line with extension plans to add location and proximity technology features and bolster its consumer location data and mobile ad technologies.

Gimbal provides mobile geolocation services



Gimbal provides the location services infrastructure and data that could ultimately help Mobile Majority clients and partners to create mobile ads that are more contextual. That also includes improved targeting of audiences, measurement and offline-to-offline functionality.

Rob Emrich, CEO and founder of The Mobile Majority explains:

Rob Emrich

“By combining Gimbal’s location software, hardware, and data with our media buying platform, we can further realize the potential of true 1-to-1 targeting and attribution. There are hundreds of companies in this space, but there are only a handful that control a critical mass of source data. This acquisition likely puts our company as the largest non-public source location data owner in the space.”

Originally, Gimbal used to be part of Qualcomm’s Service Labs, which built its own geofencing and contextual awareness solution in 2012 and spun out Gimbal as a private firm in 2014.

The move seeks to combine two large independent players within mobile identity and location data under a new entity headed by Rob Emerich, CEO of Mobile Majority. Their combined data should allow for more successful one-to-one targeting and attribution features, or so the company hopes.  In addition, the deal adds advanced data monitoring to the table. In particular, Gimbal’s relationships with premium app publishers via SDK could help bolster data services directly from the source.

Gimbal’s location data and infrastructure is planned for integration with The Mobile Majority’s integrated tech stack. Both companies will continue to work independently for now. Gimbal’s leadership team will then become part of the team to lead the new entity.

Don Norton, GM of Channel Partnerships, The Mobile Majority, adds:

don norton

“By combining resources with Gimbal, The Mobile Majority’s audience data allows partners to create custom audience networks and reach extension solutions beyond the scale and accuracy of the walled gardens – driven by incredibly sophisticated location infrastructure, data-driven behavioral insights, and deterministic identity matching.”