Motricity, a mobile payments integration solutions provider, has signed an agreement to acquire mobile marketing vendor Adenyo for around $100 million. The acquisition will expand Motricity’s offerings portfolio with addition of analytics and metrics. This in turn will enable the delivery of real-time results, meaning faster processes around improved mobile ads.

“These new capabilities will significantly enhance Motricity’s ability to fully capitalize on the tremendous growth taking place in the global mobile data market, especially the smartphone segment.”

Cloud management tools are an important aspect of Motricity’s offerings portfolio, and the acquisition of Adenyo is a very calculated one. Mobile advertising is booming, and the more complete the company’s portfolio is the more it will stay relevant in a market forecast to reach $28.9 billion in global spending by 2014.

Mobile ads are on the rise, and Motricity is not the only element to this constantly evolving marketplace. SiliconANGLE covered Millennial Media’s SMART report for December 2010, which indicated that six verticals in mobile advertising saw a tripling in growth year-over year. The automotive sector leads with 623% while retail and restraints follow with 572%.

Hubspot is also jumping on the ad bandwagon, and recently released some updates to improve mobile ads for users. Turning the angle to Android, the open-source mobile OS recently broke a two-month tie with iOS on Millennial Media’s mobile advertising network. Growing popularity means greater ad revenues, and Android has taken the lead on yet another (ad) front.