Automated ad platform provider Rubicon Project snaps up Chango for £82.2m
Rubicon Project, the automated ad platform, has splashed out £82.2m on the acquisition of Canadian technology firm Chango, specialist in the processing of page views for search providers such as Google, Yahoo! and Bing.
The deal will allow Rubicon to grow its premium advertising business by capitalising on intent marketing technology that includes keyword, contextual targeting and retargeting budgets. It will also allow expansion of its Orders platform, enabling direct integration with Chango customers which includes 60 Fortune 500 advertisers.
Rubicon Project founder Frank Addante said: “Chango’s technology brings keyword, contextual targeting and retargeting to premium display, mobile and video advertising. This will enable us to bring intent marketing budgets to an independent, open marketplace that serves premium buyers and sellers at scale for the first time.
“Our combined capabilities will help to grow and innovate the $35 Billion intent marketing category while also fueling a rapid acceleration of Rubicon Project’s overall Buyer Cloud business, advancing our technology roadmap and team build out by more than one year.”
Chango was recognised as Canada’s fastest growing technology company by Deloitte’s Technology fast 50.