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
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

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

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Attention marketers, it’s the small things that make a big difference

Marketers spend their careers searching for the formula that can improve the bottom line for their brands. Most new marketers also come into a role and feel like they need to put their own stamp on things.

Peter Pynta

CEO APAC, Neuro-Insight

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in