Viant Buys Adelphic; Superawesome Plans IPO

ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: Viant acquire Adelphic; London startup Superawesome pursue IPO; Pivigo launch data science hub; Adsquare expand to USA; Fyber partner with Line; and Eyeota collaborate with Pacific Data Partners.

Adelphic acquired by Viant

Almost a year ago, ad tech company Viant was acquired by Time Inc. Eleven and a half months later, Viant make a takeover of their own: The Time Inc. subsidiary have just announced the acquisition of Adelphic.

“We know that, in addition to premium content, advertisers are looking for more efficient buying processes for digital audiences”, says Time Inc. president and CEO Rich Battista. “Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs built mobile-first”, adds Tim Vanderhook, co-founder and CEO, Viant. “This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”

Adelphic and Viant are aiming to increase their reach by combining forces: According to the press release announcing the acquisition, Adelphic’s ad-buying capabilities and Time Inc. and Viant’s user bases will allow the company to reach “more than one billion customers worldwide” with their DSP.

The financial terms of the deal have not been disclosed. The transaction is supposed to close in the first quarter of 2017.

Kids-safe ad platform Superawesome plan IPO

Three-year-old ad tech startup Superawesome wants to grow up. The ad platform founded by Dylan Collins is reported to be pursuing plans for an IPO.

According to, Superawesome is currently talking to City insiders, exploring the possibility of going public on the London Stock Exchange later this year.

While it is unclear which financial institutions are going to lead the IPO, Superawesome is reportedly looking at a valuation of up to £200m. So far, Superawesome have raised £5m from private investors including Hoxton Ventures, Ibis TMT, and Twenty Ten Capital.

Superawesome see huge potential in their business model, which allows marketers and brands like Lego, Disney, Mattel, and others, to reach the kids and youth market in a safe way. According to EU laws, data of users under the age of 13 may not be captured by advertisers.

New partners for adsquare’s US expansion

Expansion to the US has been on the cards for adsquare for a while. Now the Berlin-based mobile data exchange is taking the step across the Atlantic: adsquare are opening an office in New York and expanding their portfolio of data partners.

“The United States are the most advanced market, and mobile data already plays a crucial role for advertisers and agencies”, says Tom Laband, CEO and co-founder, adsquare. “Our self-service Audience Management Platform is a solution for programmatic pros that gives them control and transparency. The world of mobile data is way more than location data and needs dedicated companies.“

To give their programmatic buyers the ability to buy US data in order to model target groups and buy through the DSP of their choice, adsquare have inked new data partnerships in the US: providers such as Neustar, Grapeshot, V12 Data, oneAudience, Reveal Mobile, Cuebiq, Mobilewalla, and Qualia are offering data including location, household, purchase, app usage, intent, and socio demographic data.

adsquare continue their already existing working relationships with buying platforms such as The Trade Desk, AppNexus, and Sizmek, providing data in real-time on the US market.

Fyber reach for Japan

Berlin-based ad tech provider Fyber are collaborating with the Japanese messaging app and connected games developer Line, bringing video ads to the Line portfolio of games. Fyber are the first advertising monetisation platform to fuel Line’s mobile games with ads using video mediation.

“It’s exciting to partner with a great company like Line who have taken the first step in adopting ad monetisation as one of the leading publishers in the Asia-Pacific region. Rewarded video ads are steadily becoming a staple secondary revenue stream for mobile gaming devs who have traditionally focused on just IAP”, says Jim Schinella, chief business officer of Fyber. “Their popularity stems from the fact that they’re opt-in. Users choose to watch a video ad, so the experience is much more user-friendly and engaging compared to traditional advertising.”

Through the latest collaboration with Line they are pushing for further expansion in the APAC market. Fyber has already established a number of partnerships with companies in the region, such as Cheetah Mobile, Feelingtouch, and GREE.

Eyeota & Pacific Data Partners partner

A new partnership between Eyeota and Pacific Data Partners is aimed at enabling marketers to implement effective sales and marketing campaigns. Eyeota’s data marketplace is enhanced by the data from Pacific Data Partners, containing more than 50 billion records.

Pacific Data Partners builds scalable B2B and B2C audiences based on data from technology and data companies, credit bureaus, local, state, and federal government agencies etc.

“The partnership allows us to offer greater levels of audience insights that will drive significant ROI for marketers”, says Kevin Tan, CEO of Eyeota.

“From a data perspective, B2B marketing has not yet reached its full potential. Understanding who your business customers are, and being able to have a personalised conversation, has been hampered by the lack of interconnected data”, adds Pieter De Temmerman, CEO, Pacific Data Partners. “By partnering with Eyeota, we’re providing B2B marketers with deeper insights and audiences that they can target as part of their marketing initiatives.”

Data science marketplace launched by Pivigo

Pivigo calls it “data science on-demand”: the data science hub have just launched a data science marketplace, i.e. a platform through which companies can outsource data-based projects to external professionals.

“Businesses that are first to realise the power of data science have a first mover advantage. They gain the ability to apply previous inaccessible insights to increase sales, improve efficiency, and save money. Not many businesses, however, have access to a team of data science experts from around the world. The on-demand marketplace we have created is the solution for any business that wants to use data science to grow and improve their overall performance”, explains Kim Nilsson, co-founder and CEO of Pivigo, the idea behind the data science hub.

Both long- and short-term data-based projects can be advertised through the platform, connecting with professionals for price optimisation, predictive modelling, recommendation systems, and data exploration, etc.

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.

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