Fresh from unveiling an APAC manager and plans for Australia in late November, S4 is again eyeing its latest acquisition.

Sir Martin Sorrell’s new venture has apparently made overtures to acquire San Francisco-based programmatic buying agency Mightyhive for a rumoured $US200 million ($A272 million).

However, S4 may not have it all its own way with media reports suggesting China’s data technology company BlueFocus was also considering its own move on Mightyhive.

According to S4, the acquisition of Mightyhive is part of its plans of forming a new media business incorporating data, technology and content.

In a statement sent to media outlets overnight, a spokesperson for S4 said the company was “in advanced discussions in relation to the potential acquisition of MightyHive” despite denying the rumour only last month.

It added: “The potential transaction, if consummated, would be in line with the company’s stated strategy of creating a new era, new media solution embracing data, content and technology in an always-on environment for global, multi-national, regional and local clients and for millennial-driven digital brands.

“There can be no certainty as to whether the potential transaction will occur. Further announcements will be made as appropriate.”

According to Mightyhive’s website the agency “provides end-to-end capabilities to help marketers and agencies reap the benefits of fluid data, consolidated reporting, and unique synergies such as search remarketing with display ads. Our programmatic services help clients integrate solutions, simplify and architect ad tech solutions, and fully realise the efficiency and performance gains of programmatic platforms.”