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.

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