Teads starts its adtech buying spree with acquisition of Brainient

Video ad company Teads has kicked-off a so-called buying spree of adtech startups with the acquisition of UK and Romania-based Brainient.

Teads

The purchase of the interactive video ad startup comes just one month after Teads raised $47m in debt finance which it said was to help fund its shopping spree of adtech startups.

Brainient proved to be an appealing acquisition for its ability to increase engagement and performance of online video adverts by making them more personalised and interactive.

Its technology has the ability to tap into any data source to allow the ads served to match a user’s profile and preferences — including socio-demo, geolocation, screen used, time of the day and weather.

Teads chief executive, Bertrand Quesada, said the newly named Teads Studio would be offered to Teads existing customers for free, in order to increase the ROI of the Teads video ad proposition.

It will also use its resources to double the size of Brainient’s engineering team to help continue further iterations the product.

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