Adtech company RhythmOne acquires RadiumOne for US$22m

The global digital adtech company has acquired certain assets of data driven marketing platform RadiumOne

Global digital adtech company, RhythmOne, has acquired the assets of data-driven marketing platform RadiumOne.

Founded in 2004 in the UK and now headquartered in San Francisco, RhythmOne’s recent acquisition is pitched as fortifying the vendor's unified programmatic offering, which will now incorporate curated, high-quality audiences from publishers across devices and formats on the supply side, integrated with greater media buying capability to enable advertisers to maximise campaign effectiveness.

RhythmOnce is paying US$5.5 million upfront in cash for RadiumOne’s assets, with a further US$16.5 million to be paid in shares at a future date. The company has reportedly assumed about US$4m in net liabilities.

According to its financial statement, RadiumOne generated $17.5m in loss before taxes and an adjusted EBITDA loss of $5.6m on $141m of revenues during the 2016 calendar year. The book value of RadiumOne’s gross assets was $71m.

“One of the biggest challenges facing advertisers today is how to leverage the rich data they get from customers throughout the buying cycle,” RhythmOne’s CRO, Richard Nunn, said. “RadiumOne’s powerful data-driven marketing platform combined with RhythmOne’s massive, high-quality supply footprint will truly enable brands to develop and activate segmentation and targeting strategies based on unique consumer insights..”

RhythmOne expects the acquisition to help it extend beyond wider brand goals and support advertisers running campaigns with specific engagement or performance targets. The combination of RadiumOne’s data management technology and RhythmOne’s scale of quality supply is also set to enable demand-side platforms, brands and agencies to access performance- and engagement-based audience segments and private marketplaces within RhythmOne’s programmatic platform, in order to drive maximum return on advertising spend (ROAS).

“This union will allow two advertising technology leaders to create something truly differentiated in the market,” RadiumOne’s COO, Dave Zinman, said. “The future of advertising is not about measuring impressions, but about driving real engagement.

“Together, RadiumOne and RhythmOne will provide insights, prediction, campaign targeting, execution and measurement that is relevant to the consumer, delivers outstanding ROAS and, crucially, results in real business outcomes for advertisers.”

RhythmOne added the acquisition would bring together a close-knit and tenured executive team with significant martech experience, further deepen relationships with agencies and brands internationally while open the doors for further global expansion.

With the addition of RadiumOne’s staff of 200 professionals, RhythmOne’s team will grow to 525 employees globally, instantly, scaling the company’s programmatic operations and geographically expanding its North American footprint, while providing a significant presence in Europe and Asia Pacific.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu    

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

This is a unique experience! Will be interesting to talk to their managers.

Joyce Harris

​How Krispy Kreme revitalised its brand in a saturated market

Read more

Latest Podcast

More podcasts

Sign in