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RhythmOne Buys Online Video Ad and Targeting Firm YuMe

September 5 2017

San Francisco ad tech firm RhythmOne has acquired online video advertising and targeting firm YuMe for a total consideration of approximately $185m. The transaction is expected to close by Q1 2018.

Ted HastingsYuMe's technology reaches data validated audiences on any connected TV or digital screen, with programmatic brand ad solutions. These incorporate data-driven audience insights to help brand advertisers reach and influence their most promising audiences. YuMe's first-party data management and targeting platform will be merged with RhythmOne's analytics, data management platform and brand safety technology, and the combined data set will be augmented with machine-learning algorithms to provide insight for publishers looking to derive additional value from their audiences.

Under the terms of the agreement, YuMe shareholders will receive $1.70 per share in cash and 7.325 shares in RhythmOne stock, equivalent to a total consideration of $185m. RhythmOne, which also owns social media ad targeting firm RadiumOne, says the deal will provide a fully-integrated, end-to-end online ad solution. Its CEO Ted Hastings (pictured) will continue in his role as President and CEO of the combined company; and YuMe will appoint two directors to the newly constituted Board of Directors, including Eric Singer, who will become the Chairman of the Board.

Hastings comments: 'Through YuMe, RhythmOne gains access to premium video supply including merging, high-value connected TV inventory, unique customer insights, cross-screen targeting technology and established demand relationships. We believe this combination will give RhythmOne the resources, relationships and talent to drive value for its shareholders, and true a return on investment'.

Web sites:www.rhythmone.com and www.yume.com .

All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.

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