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
In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.
With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.
Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.
Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.
The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...
Sergiu Alexei
The top 6 content challenges facing B2B firms
Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...
Marcus
10 lessons Telstra has learnt through its T22 transformation
Check out tiny twig for comfy and soft organic baby clothes.
Morgan mendoza
Binge and The Iconic launch Inactivewear clothing line
NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...
talalyousaf
NetSuite to acquire Bronto's digital marketing platform for US$200m
Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training
Infosectrain01
3 ways Booking.com is improving its B2B marketing game