Even as it expands rapidly to fill the volume of ever growing demand, the adtech space simultaneously consolidates. The week was book-ended by two deals. The first was big and interesting because of the price and who was involved. The later for its intent.
On May 12 Verizon bought AOL for $4.4 billion. And the second, announced this morning is at a much smaller scale, but very interesting in its intent. Ad management platform Sizmek today revealed it has acquired online advertising demand side platform (DSP) StrikeAd.
By connecting mobile programmatic buying directly with rich media and video authoring, dynamic creative, in app data as well as viewability, verification, and attribution capabilities, the promise of the hook up is that marketers will be able to maximize the ROI of their programmatic investment.
Both Sizmek and StrikeAd have an Australian presence while StrikeAd also has a regional office in Singapore.
According to Carolyn Bollaci, VP, Global Accounts, Asia-Pacific, Sizmek, “The Sizmek growth strategy is to expand our suite of services in the key growth areas of programmatic, mobile, video, and data.”
She said the next wave of the DSP market will be led by mobile and that this acquisition would help brand advertisers ore effectively target and communicate their ad creative to consumers on portable devices.
“The Australian consumer is now leading the world in mobile usage and brands are now increasing their budgets and wanting to make their mobile strategy work. The StrikeAd acquisition is part of our plan to help them accelerate their mobile advertising spend.”
The sales price was a little over $11 million.
Verizon meanwhile paid a 23 per cent premium for AOL for an acquisition that deals them directly into the highly competitive online video marketplace. It also delivers them Huffington Post as a side note for those of you who enjoy your irony served with a giant ladel.
The price tag though pales in comparison to the value of the Time Warner AOL merger in January 2000 which came in at $163 billion. Three months later the dotcom boom busted.
There endth the lesson.
This article originally appeared at www.which-50.com
Zoe Aitken (main photo) is the head of consulting at behavioural science and innovation consultancy Inventium and has over 20 years’ experience helping organisations develop customer-centric growth strategies and innovation. In this guest post, Aitken says some of the best ideas come in dark times and, suggests, COVID maybe the excuse you need to instigate […]
With its rich heritage in motor racing, The Bathurst 1000 is finally in the hands of a brand that lives and breathes the sport. To celebrate, Repco is Bringin’ the Bathurst to absolutely everything they do. The Bathurst 1000 has always been more than a race. The iconic event at Mount Panorama is a symbol […]
Sanitarium Australia and The Zoo Republic have teamed up to develop and launch a new and exciting cricket promotion, to be found on Weet-Bix packs across the nation. Building on Weet-Bix’s affiliation with cricket superstars Ellyse Perry and Marnus Labuschagne, the promotion features AR technology to bring the cricket pitch to the breakfast table.
Indago Digital has announced four new client wins, as the independent agency continues its growth trajectory. Indago’s new clients are P&N Bank, Oneflare, salary packaging company Smartgroup, and charity Kids Giving Back. The agency will handle a combination of SEO and paid search for each client. Indago’s digital managing director, Gary Nissim (pictured above), said: “The […]
Phyllis Robinson was one of the founding employees of Doyle Dane Bernbach back in 1949, the agency’s first copy chief and the first female copy chief in the United States. Robinson was a pioneer, not just for women but for the creative advertising revolution that she helped ignite, changing the face of the industry forever. […]
Mindshare New Zealand has announced its new partnership with Make-A-Wish Foundation, a purpose-driven charity with a mission to create life-changing wishes for children with critical illnesses. The partnership, which is effective immediately, will elevate Make-A-Wish Foundation’s digital marketing strategy in New Zealand. It will aim to increase and nurture donors, drive brand awareness and ultimately […]
The Australian is celebrating a decade since it became the first general newspaper in Australia to launch its digital subscription model, marking the beginning of a new economic model for Australian newspapers. Since launching, digital subscriptions have grown to represent a majority of The Australian’s total reach, paid audience and consumer revenue. In 10 years […]
PodSpot Studios, the first network of purpose-built studios founded by content creator and former breakfast radio host Dave Matthews, has launched in two new locations as it gears up for further national expansion amid Australia’s podcasting boom. PodSpot Studios is a collaboration between Matthews’ podcast production company PodSpot and the ASX-listed WOTSO Property, which owns and […]