HNW Targeting Platforms Merge

US digital audience targeting and tracking platform Martini Media has acquired London-based TDP Media Group, reportedly for a 'seven figure' sum. The deal unites two firms specialising in high net-worth (HNW) individuals.

TDP hosts affluent audience targeting networks comprising more than 350 specialist business sites, and more than 100 consumer sites catering to HNW individuals. It was founded in 2008 by Matt Gower, the former MD of Channel 4's digital agency 4DS.

Martini Media, which focuses on consumers with household incomes over $100k, operates a publisher network of 1,000 lifestyle and business sites, while offering proprietary audience data to more than 300 premium, luxury and B2B advertisers.

Earlier this year, the firm partnered with web technology firm NetSeer to provide a service targeting ads to affluent individuals based on their shopping intent.

Erik Pavelka, COO at Martini Media, says that buying TDP gives his firm the 'stable base' it needs to expand rapidly in Europe and beyond. The two firms have worked together since last December, and the combined network now offers access to what they describe as the 'most affluent consumers at work and at play'.

Gower (pictured) will remain with the company as European MD, to help drive its plans to expand into Europe and Asia.

He describes the companies as 'trailblazers' in their field: 'First it was in aggregating the niche sites that engage the hardest people to reach online, now it is in creating branded content at scale within true enthusiast sites. Next it will be in fully automated marketing on a global scale,' Gower adds.

Web sites: www.martinimedianetwork.com and www.thedigitalpartnership.com .

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