Making Science Sells Unit to Sharpen Focus

Madrid-based ad tech and data company Making Science Group is selling its Cloud and Cybersecurity business unit in Spain to Italian-based Lutech, for a maximum consideration of EUR 26 million.

Making Science employs more than 1,200 people across twelve western European countries and four in LatAm, plus Georgia and the USA. Its other three business units are a digital ad agency integrating strategic planning, creative, data and technology; an AI and SaaS division employing more than 400 engineers and data scientists for the development of marketing-focused platforms and digital solutions; and an investment arm working with Ventis and TMQ. This year it has launched a platform called OptiPhi, which promises a holistic view of campaign performance; and an AI tool called Creative Hub, promising to give marketers full control over creation, measurement, optimization and scaling of creative assets for advertising.

With the sale, Making Science says it can concentrate its resources on the other core segments, while Lutech says the buy expands its presence in the Spanish market and enhances its service portfolio with a team of highly specialized professionals (it currently employs around 5,500 people). The price consists of an upfront payment plus an additional profitability-based payment in the first half of 2026. Subject to approvals and conditions, the sale is expected to close this quarter.

Making Science says Digital Marketing Services, AdTech, and AI tech division RAISING are the areas in which it has developed 'distinct competitive advantages', with an opportunity to become a global leader. It will continue as a major customer of the divested unit. CEO and founder José Antonio Martínez (pictured) comments: 'This transaction represents a strategic milestone in Making Science's evolution toward a more specialized and efficient organization. We are delighted to have found an ideal partner in Lutech, a top-tier group that guarantees the best possible future for the team and continuity of service for its clients. This agreement allows us to focus our resources on our global digital marketing and AI businesses, where we have the ability to establish sustainable leadership positions, while forging a new strategic relationship with Lutech.'

Web sites: www.lutech.group and www.makingscience.com .

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