Daily Research News Online

The global MR industry's daily paper since 2000

Ad Tech Firms in '$100m' Merger

March 18 2015

New York-based ad targeting tech specialist AppNexus, in which WPP is an investor, is to acquire rival firm Yieldex, in a cash and stock deal said to be worth about $100m.

AppNexus CEO and co-founder Brian O'KelleyAppNexus is already worth $1.2 billion privately according to the Wall Street Journal. Marketing services giant WPP bought in to the tune of $25m in September, simultaneously selling AppNexus the Open AdStream (OAS) ad serving platform developed by its audience profiling and targeting division Xaxis. AppNexus made two other analytics-related acquisitions last year, cross-device targeting firm MediaGlu in December and French online ad viewability specialist Alenty, in June.

Yieldex, which just last month launched a system to predict viewable impressions from historical data, and which entered the European market with a London office in June, will bring AppNexus new technology including systems to maximise the sale value of ad space.

AppNexus CEO and co-founder Brian O'Kelley (pictured) says the merger will round out the company's offer and allow it to compete with Google as an 'independent alternative'. He comments: 'We had half the solution each, and over the past 18 months we had the conversation of putting them together'.

AppNexus, which says it is on course for $250m in annual revenue in 2015 and should turn a profit, is online at www.appnexus.com .

All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

Select a region below...
View all recent news
for UK
UK
USA
View all recent news
for USA
View all recent news
for Asia
Asia
Australia
View all recent news
for Australia

REGISTER FOR NEWS EMAILS

To receive (free) news headlines by email, please register online