Dentsu Aegis Buys Data-Driven Agency Accordant

Marcoms giant Dentsu Aegis Network has acquired data-driven programmatic ad company Accordant Media for an undisclosed sum.

Founded in 2010, New York-based Accordant helps clients uncover insights in audience data using a combination of data management, activation technologies and other services. Its proprietary audience targeting system (ATS) includes a data management platform, custom data models, associated bidding, and campaign analytics tools.

Accordant will now become part of Dentsu Aegis' programmatic trading desk Amnet, and Accordant ATS will be used to enhance Amnet's current technology stack. The firm's leadership team including co-founders Arthur Muldoon, CEO, and Matthew Greitzer, COO, will lead the combined Amnet and Accordant operations in the US, reporting to Amplifi US President Lucas Cridland.

Rob Horler, CEO of Dentsu Aegis Network US, comments: 'Data underpins everything we do for our clients, and the ability to manage and deploy data in real time in service of client media planning and investment is critical to the success in the digital economy. The acquisition of Accordant will further strengthen our abilities in this area, and positions us well to meet the needs of our increasingly digitally led clients'.

Web sites: www.dentsuaegisnetwork.com , www.accordantmedia.com and www.amnetgroup.com .