UK-based Ve Interactive bolsters video buying capability with continued acquisition trail

UK-based ad tech outfit Ve Interactive has made its third acquisition in three years with the purchase of video advertising outfit Optomaton for €5.13m. The cash and shares deal continues to build out its media buying capabilities as well as further its footprint in mainland Europe.

Germany-based Optomaton has a demand-side platform (DSP) specialising in video, dubbed Volvelle, that lets it source key video inventory and combat fraud, with up to 10 employees operating in over 14 markets, according to the outfit’s LinkedIn profile.

Ve Interactive, which bought both GDM (for $12m) and AdGenie (for a publicly undisclosed amount) in 2014 will use the purchase to bolster its media buying capabilities to complement its e-commerce capabilities, plus capitalise on advertisers’ increasing appetite for online video.

David J Brown, chief executive and co-founder of Ve Interactive, said: “The acquisition of Optomaton puts us at the forefront of programmatic video technology and with over 40 per cent of programmatic buys expected to be in video by 2018, we are very excited to welcome the Optomaton team and its proprietary ‘Volvelle’ video technology into our business.”

“Having worked with them [Ve Interactive] on several campaigns in Scandinavia, we knew much more could be achieved through a closer partnership and were delighted when Ve suggested we become part of its global family.”