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SINGTEL'S wholly owned unit, Amobee, has conditionally agreed to pay US$15 million for Gradient X, a firm with net tangible liabilities of about US$1.mini storage1 million as at end-May.Gradient X is a real-time bidding platform company, geared towards mobile advertising. The firm's calling card in the mobile ad space is something called "programmatic buying", which uses bidding technology to decide which kinds of ad impressions to buy, based on advertisers' needs.Through Gradient X, advertisers will be able to bid on digital ad inventory in real-time, mobile ad firm Amobee said yesterday.Amobee itself is a relatively recent purchase of SingTel's from last year, bearing a price tag of US$321 million.Gradient X's US$15 million price was arrived at on a willing buyer-wself storagelling seller basis based on an assessment of the firm's assets and business prospects, SingTel said in a statement yesterday.The California-headquartered firm lists on its website an array of Silicon Valley venture capital firms as its investors, including Rincon Venture Partners, GRP Partners and CrossCut Ventures. Its founder and CEO is Brian Baumgart, who had previously been with Adconion Media Group and Fastclick, Inc."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," Mr Baumgart said.The deal is subject to certain conditions precedent, including the "receipt of relevant approvals", SingTel said.迷你倉