mobile web front end unique to each brand. This will, among other things, allow us to be more efficient in terms of ongoing development on our desktop platform while being able to deploy a greater percentage of our total development resources to our mobile products. We will continue to support brand-specific native mobile applications that will integrate to the common back-end and API services layer. Similar efforts are underway at Meetic and our other predominantly European brands. We expect these initiatives will allow us to increase speed to market, reduce execution time and drive cost efficiencies. We host the majority of our brands in leased data centers located within the general geography served by the brand. Other brands utilize Amazon Web Services to support their infrastructure. Acquisition strategy In addition to growing our brands organically, we opportunistically pursue acquisitions of brands and businesses that will enhance our portfolio offering. Since January 2009. we have invested approximately 51,284.0 million to acquire 25 new brands for our dating portfolio including OkCupid, Meetic. Twoo, Pairs 110 Table of Contents and Plenty0fFish, enabling us to strengthen our business in existing markets and expand our product offerings globally. These acquired businesses have generated significant Adjusted EBITDA, have grown meaningfully since acquisition, and we expect them to increasingly contribute to future earnings. On October 28, 2015, we completed the acquisition of Plenty0fFish for approximately 5575.0 miMon in cash. At closing, approximately 571.9 million of the consideration was placed in escrow as security for potential purchase price adjustments and indemnification claims. Founded in 2003. Pie*Offish has steadily grown to become one of the largest dating communities in the United States. Canada. and Australia. Plenty0fFish has a broader age distribution, and less urban concentration, than both OkCupid and Tinder. We believe that