Pureprofile Acquires Cohort To Create Leading Digital Media Company

Pureprofile Acquires Cohort To Create Leading Digital Media Company

Leading data insights and programmatic media company Pureprofile Limited (Pureprofile), has acquired 100% ownership of Cohort Holdings Australia Pty Ltd (Cohort), a leading digital marketing group that provides lead generation solutions in Australia, the UK and the US.

Lizzie Babarczy
Posted by Lizzie Babarczy

This significant transaction will result in Pureprofile emerging as a leading Australian-owned data insights, programmatic media and lead generation company, with annual revenues exceeding $56 million and earnings of over $6.3 million*. Cohort is being acquired for $18 million in cash and through the issue of Pureprofile shares. The acquisition is structured on upfront payments and performance-based earn-outs.

This acquisition greatly accelerates Pureprofile’s consumer driven growth strategy. The company listed on the Australian Securities Exchange in mid 2015 and is a rare example of a fast growing and profitable technology company. The addition of Cohort will give immediate scale to Pureprofile in Australia and international markets where both companies currently operate.

After completion of the transaction, Pureprofile will have over 650 clients and publisher relationships, a database of 3.5 million registered consumer profiles which is growing at approximately 150,000 each month, and over 230 staff across Australia, NZ, US, UK and Europe. Clients include Foxtel, Virgin Money, Woolworths, Hello Fresh, Flight Centre, O2, and Reckitt Benckiser.

Cohort’s co-founders Marcelo Ulvert (CEO) and Malcolm Treanor (COO) will join Pureprofile’s senior leadership team and continue to drive Cohort’s expansion. They will immediately add value through their extensive industry knowledge and experience.

Pureprofile’s Founder and CEO Paul Chan said: “This is a game-changing addition to Pureprofile. Cohort is highly complementary, it strengthens our market presence in Australia and internationally, and ensures we can deliver one of the strongest offerings encompassing data insights, programmatic media, lead generation and digital marketing to our clients and publishers. We are experiencing a considerable shift as marketers move large spends into data and insight driven marketing. Cohort will deliver greater scale across our combined domestic and international operations. In particular I believe the companies are most aligned around a shared principle of putting the consumer first and creating truly relevant marketing experiences.”

Cohort’s co-founder and CEO Marcelo Ulvert added: “We see great synergies with Pureprofile’s technology platform and are completely aligned on our vision around quality and continued globalisation with a focus on care for the consumer. Cohort has been a market leader since we founded the business in 2008. By becoming part of Pureprofile we will have the additional technology and financial capacity to really accelerate our growth. We are looking forward to working with Paul and his team and taking this next step in Cohort’s evolution.”

Pureprofile’s Chairman Andrew Edwards said: “The step change in how companies are targeting and engaging with consumers through big data is revolutionary, and it is reshaping the media landscape. Pureprofile is well ahead of the curve in delivering tangible and measurable campaigns to advertisers and innovative solutions to publishers that increase their revenues and improve audience engagement. The expanded Pureprofile will establish a very solid market-leading position with considerable international opportunities.”

*Based on pro-forma financial performance for the 2016 financial year ended 30 June 2016

  • Creates a leading Australian-owned business that can deliver one of the most comprehensive data insights, programmatic media and lead generation offerings in Australia and internationally
  • Strengthens Pureprofile’s current data insights and programmatic media offering
  • Accelerates rollout of Pureprofile’s market leading, direct-to-consumer technology platform and suite of applications
  • Cohort is a market leader providing innovative lead generation solutions for advertisers and publishers in Australia, the UK and the US
  • Post completion, Pureprofile will have more than 650 clients and publisher relationships, a growing database of 3.5 million registered consumer profiles and over 230 staff across Australia, NZ, US, UK and Europe
  • The purchase price of $18 million plus earn-out, with Cohort’s founders and team staying with the business