DG Buys Cross-Platform Specialist MediaMind

In the US, digital media services firm DG is to acquire digital ad platform MediaMind Technologies, which recently gained accreditation from the Media Rating Council (MRC) for its 'Unique Impressions and Average Frequency' metrics. The deal is valued at c.$517m.

DG - which offers digital services to the ad, entertainment and broadcast industries - says the buy will enable it to expand into such markets as Latin America, Asia and EMEA, while also creating cross-platform solutions in order to drive long-term growth.

Headquartered in New York, MediaMind provides media and creative agencies, advertisers and publishers with an integrated platform through which to manage campaigns across digital media channels and a variety of formats.

Its MRC-accredited metric - which covers ad serving, rich media measurement, broadband video, and audience reach - statistically adjusts for cookie deletion to project the actual number of users who see an ad.

Under the terms of the transaction, DG will offer to purchase all of MediaMind's outstanding shares for $22.00 per share in cash. The total transaction value is $517m, or $414m when taking into account over $100m in cash on MediaMind's balance sheet.

Gal Trifon (pictured), President and CEO of MediaMind, will serve as DG's Chief Digital Officer, leading DG's online advertising business. Additionally, MediaMind's Chief Solutions Officer Ofer Zadikario will join DG in the same position.

Trifon comments: 'Working together with DG, we will provide a single solution for advertising creation, distribution, and monitoring for cross-platform campaigns. We are confident that our employees will benefit from the greater opportunities at the combined company, and believe this transaction offers significant value for our shareholders.'

Web sites: www.dgit.com and www.mediamind.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.