Azerion Acquires Programmatic Agency and Trading Desk Hybrid Theory

Azerion Acquires Programmatic Agency and Trading Desk Hybrid Theory
B&T Magazine
By B&T Magazine



In-game advertising company Azerion has acquired Hybrid Theory, a programmatic agency and trading desk with operations in Australia, Hong Kong, and Singapore (lead image: Georgia Woodburne, Azerion JAPAC managing director).

Hybrid Theory specialises in mid- and lower-funnel campaigns and Azerion says its range of skills will “power smarter advertising across the full customer journey.”

The acquisition also opens a new footprint for London-based Azerion in the US and broader APAC market.

Azerion will integrate Hybrid Theory’s technology offering of flexible solutions, hands-on support, and independent managed execution which will allow it to build and target detailed audience segments, proving more effective for brands to acquire new customers compared to third-party programmatic data sources

“I am pleased to announce the acquisition of Hybrid Theory by Azerion,” said Umut Akpinaar, the company’s co-CEO.

“This acquisition will provide Azerion with enhanced skills and capabilities to manage advertiser campaign performance. We are confident that Hybrid Theory’s market-leading data capabilities will provide Azerion with the best-in-class technology to power better and smarter data-driven advertising potential to our advertisers and publishers. As such, this acquisition is a perfect fit to our growing portfolio and we are excited to harness the power of data and create tailored ads to give our audiences the best experience on our platform.”

Azerion also recently announced that it has partnered with advertising platform Right Thing.Media (RT.M) to allow advertisers to deliver social impact messaging inside its portfolio of in-game advertising and high impact inventory across APAC.

Together, Azerion and RT.M plan to enhance existing creative with social and environmental impact messaging and calls to action. London-based RT.M has access to thousands of programmes from more than one hundred vetted international charities and non-profits, but can also work with brands’ existing charity partners, or carefully source and select new ones.

“We are thrilled to team up with Azerion in the Asia-Pacific region to drive change within the media industry and enable charities to elevate their profile,” said Gerson Barnett, executive director, RT.M.

We’re all about action, and our partnership with Azerion will enable more brands to deliver effective high – social – impact campaigns to deliver a responsible media-supply-chain.”

The two companies will manage the full creative and amplification process, from concept to completion, compiling post-performance data from ad distribution partners, and delivering funds to non-profit, charity, and social enterprise partners.




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