What inMotion Group does

inMotion Group is a privately-held Michigan-based software development company founded in 1999 and originally incorporated as Pet Technologies, Inc. The company subsequently rebranded to inMotion Group and operates two related lines: the inClick Ad Server, a white-label contextual advertising management platform distributed as a wholly-owned subsidiary (inClick), and the PetLinks Advertising Network, a vertical-specific advertising network. Headcount is reported at 1-10 employees, and the company has remained self-funded with no disclosed venture capital.

The inClick Ad Server is built around several named proprietary components: the inContext Engine (contextual ad matching, launched 2007), the Click Definition Service (invalid click detection, launched 2008), and the Yield Optimized Ad Delivery engine (launched August 25, 2009). The platform is positioned as serving "hundreds of advertising networks worldwide" and processing "billions of contextually targeted ads monthly" according to company materials, and is delivered predominantly through a white-label / OEM model that allows partner networks to brand and operate the technology as their own.

Revenue is generated through multiple channels: subscription and licensing fees for the ad server software, a freemium tier for smaller networks, a Performance Lease arrangement under which inMotion takes a transaction-based fee on ad spend routed through the platform, and the PetLinks network itself. The company is privately held, profitable, and self-funded, with no disclosed outside investors or funding rounds.

Name

inMotion Group

Legal name

Pet Technologies, Inc.

Website

https://inmotiongroup.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

inMotion Group is a privately-held Michigan software firm operating the white-label inClick Ad Server platform for contextual advertising management. The company serves hundreds of advertising networks globally through subscription, freemium, and transaction-based pricing models.

Ownership category

akta.pro rank

Product category

Ad Tech / Advertising Server Software

NAICS

Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310)

akta.pro primary industry

Affiliate & Partner Marketing (Performance Partnerships) (BPAFACAE)

akta.pro secondary industry

Search Engine Marketing (SEM) / Paid Search (PPC) (BPAFACAA)

Keywords

• Ad server software
• Contextual advertising
• White-label ad platform
• Publisher ad management
• Online advertising network

Headquarters

HQ city

Macomb

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. inClick Ad Server Licensing: Enterprise ad management platform licensed to advertising networks, website owners, and online publishers for direct-selling of advertising inventory.
2. Performance Lease: Innovative software leasing program with affordable performance-driven monthly lease payment designed to lower barrier-of-entry for startups and bootstrapped users.
3. PetLinks Advertising Network: Contextual Pay-per-Click advertising network serving the Pet Industry niche, monetizing publisher sites while delivering targeted ads to consumers.
4. Free Version with Paid Features: Free version of inClick Ad Server maintained with premium features like Yield Optimization included at no extra cost.

Pricing tiers

Distribution channels3 records

Marketing channels4 records

Core offering

inMotion Group develops and sells inClick Ad Server, a white-label contextual advertising management platform that enables online publishers and advertising networks to launch, manage, target, and serve pay-per-click (PPC) ads. The company also operates PetLinks Advertising Network, a contextual PPC network focused on the pet-care industry, and supports deployments from small operators up to Fortune 500 brands.

Product overview

inMotion Group is a privately held software development company offering a portfolio of advertising technology products centered around the inClick Ad Server platform. The core product is the inClick Ad Server, a white-label contextual advertising management platform that provides self-service ad management capabilities for publishers, advertisers, and network operators. Built on this platform are specialized modules including the inContext Engine (content matching), the Click Definition Service (click fraud protection), and the Yield Optimized Advertisement Delivery Engine (performance optimization). The company also operates PetLinks, a niche advertising network for the pet industry that leverages the inClick Ad Server technology. Additional offerings include a Performance Lease financing program to make the enterprise-grade platform accessible to smaller businesses.

Differentiator

Problem solved

Functional benefit

Brands

• inClick Ad Server: A scalable white-label advertisement management platform for enterprise publishers, advertising networks, and website operators, featuring yield optimization, contextual ad matching (inContext), and click-fraud protection (Click Definition Service).
• PetLinks Advertising Network

Products and services

• inClick Ad Server White-label, contextual pay-per-click advertising management platform that enables online publishers and advertising networks to launch, manage, target, and serve PPC ads on their own or third-party sites. Targets online publishers, ad networks, and website owners from small operators to Fortune 500 brands.
• PetLinks Advertising Network Contextual pay-per-click advertising network operated by inMotion Group and focused on the pet-care industry, monetizing pet-related publisher inventory through the inClick Ad Server platform.

Quantifiable outcome

• Delivers billions of contextually targeted advertisements every month
• +2 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• inClickcoreOthersinClick is a wholly owned subsidiary of inMotion Group, providing the leading white-label contextual advertising platform. Since 2001, the inClick Ad Server platform has provided enterprise ad management solutions to publishers who wish to direct-sell advertising inventory.
• PetLinkscoreOthersPetLinks Advertising Network is a wholly-owned subsidiary of Pet Technologies, Inc. Founded in 2002 as a spin-off from its sister network PetLinkeXchange, it became the largest advertising network for the Pet Industry.
• Pet Technologies, Inc.coreOthersParent company of inMotion Group. The site is owned and operated by Pet Technologies, Inc. Parent entity providing strategic direction and corporate structure for the inMotion Group family of companies.

Scale indicators3 records

Recent moves8 records

Expansion highlights3 records

Direct peers

• OpenX: Independent ad exchange and supply-side platform providing ad serving and yield optimization for publishers. Comparable to inClick as an independent ad-tech platform focused on publisher monetization with proprietary technology.
• Revive Adserver: Open-source ad serving platform widely used by publishers worldwide. Competes with inClick in self-service ad management, particularly for smaller publishers and bootstrapped networks seeking free or low-cost solutions.
• Kevel: API-first ad serving platform letting publishers and retailers build custom ad platforms. Directly comparable to inClick's customizable object-model architecture and white-label approach to ad serving.
• Pubmatic: Public SSP and ad tech platform providing programmatic monetization tools for publishers. Competes with inClick's white-label offerings in publisher ad management, with similar focus on yield optimization and header bidding.
• AdButler: Ad server platform serving publishers and ad networks with customizable ad management. Comparable to inClick as an independent ad server solution with focus on smaller publishers and niche networks.
• Epom: Independent ad server and DSP for advertisers and publishers. White-label solutions comparable to inClick's offering, with similar focus on mid-market customers and self-service ad management.
• SmartHub: Ad server and SSP platform for broadcasters and publishers. Provides similar ad management capabilities to inClick, with focus on video/TV ad serving and yield optimization.

Broad incumbents

• Xandr (Microsoft): Microsoft-owned ad-tech platform (formerly AppNexus) providing SSP, DSP, and curation for publishers and advertisers. A scaled competitor with overlapping capabilities in ad serving and yield optimization.
• The Trade Desk: Leading DSP in the ad-tech ecosystem providing campaign management and optimization across channels. While primarily demand-side, it competes with the broader ad management and yield optimization stack inMotion Group offers.
• Google Ad Manager: Google's ad server (formerly DoubleClick for Publishers) is the dominant ad serving platform used by large publishers and networks. Directly competes with inClick Ad Server in publisher ad management, but offers a much broader portfolio including exchange, DSP, and analytics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about inMotion Group