Undertone acquires programmatic platform Upfront Digital Media
Undertone has acquired programmatic platform, Upfront Digital Media in order to add cross-screen programmatic exchange capabilities to its offering.
The acquisition will see co-founders Ran Cohen and Yiftah Frechter join Undertone as it aims to bring brand building advertising formats using programmatic technology to agencies and brands.
The Upfront platform will be used in order to bring differentiated programmatic capabilities to the market, the company has explained.
Corey Ferengul, CEO of Undertone, explained that the combination of quality publisher relationships, the brand-focused product suite and it’s technical infrastructure led to the acquisition of Upfront.
“The capabilities Upfront has built into their platform to ensure premium, quality, brand safe, and viewable inventory will benefit Undertone’s brand and agency clients, both in offerings in market today as well as future offerings,” he added.
Upfront, previously known as Legolas Media, was founded in 2010. Its technology will now be expanded across Understone’s suite of advertising units following the completion of the deal.
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