An American digital media specialist has announced that it has acquired a London advertising platform for more than $ 200 million.
Integral Ad Science (IAS), headquartered in New York, announced the acquisition of Publica, a London-based connected television (CTV) advertising platform.
The acquisition took place in a cash and stock transaction valued at $ 220 million and is part of IAS ‘plan to accelerate its CTV strategy.
Lisa Utzschneider, CEO of IAS, commented, “CTV’s audience and programmatic advertising have exploded, and by acquiring Publica, we are accelerating our growth to provide publishers with the tools to capitalize on this opportunity.
“Advanced data and technology will fuel the future of addressable advertising on CTV. Now video publishers can grow their revenues, and going forward, we’ll help advertisers with a reliable way to measure the results of their growing CTV budgets.
“In fact, Publica reports that publishers using its platform have seen, on average, a 30% increase in yield from their CTV inventory. I welcome Ben and the team at Publica as we innovate together to increase the quality and impact of advertising on CTV.
Ben Antier, Co-Founder and CEO of Publica, said, “Audiences have already grown to watch CTV and more ad-supported content than ever before; By joining IAS, we provide a trusted platform for brands and publishers to drive more ad dollars to CTV.
“We have a common vision to transform CTV advertising with a data-driven approach that benefits the entire industry, while delivering an exceptional user experience. “
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