A commitment of transparency to marketers has been made by Amobee chief executive Kim Perell in a blog post following the acquisition of Turn, detailing the intentions of the united companies.
Details first emerged that Amobee, owned by Singaporean telco Singtel, was acquiring Turn in February, with the total paid reportedly sitting around the $310m mark.
Perell, said: “No matter the channel, marketers want to know how and where their budgets are spent, and how to do so most effectively. Amobee + Turn is committed to providing marketers with transparency. We will provide trusted, informed advice to our customers, working hand-in-hand to create transparent, smarter, even automated solutions for the challenges of tomorrow. And we’ll build on the stringent brand safety and fraud protections that our customers rely on from our technology today to be ready for whatever challenge comes next. We believe trust is the foundation of great partnerships, and we will work hard to earn our customers’ trust every day.”
She outlined that there were five key promises that a marketing partner needs to deliver: global scale and reach, innovative technology, trusted advice, unique data and actionable insights. She said she believed the acquisition allowed Amobee to deliver on all five.
In an announcement confirming the deal this week, Samba Natarajan, Singtel’s chief executive of Group Digital Life, confirmed the significance of the deal to the telco’s intentions in ad tech.
“The acquisition of Turn underscores Singtel’s commitment to grow and scale Amobee to become a global digital marketing leader,” he said.
Singtel is one of many telcos buying up major ad tech platforms. Teads was acquired by Netherlands-based Altice last month, in a deal also thought to be worth north of $300m.