Modern Marketing

The Trade Desk acquires Adbrain

By Ronan Shields | Digital Editor

October 25, 2017 | 4 min read

The Trade Desk announced today (October 25) that it had agreed to acquire the assets of Adbrain in a move that demonstrates mergers and acquisitions (M&A) in the adtech space show no sign of abating.

Financial terms of the deal were not publicly disclosed, but The Trade Desk said that it will not have any material impact on its upcoming quarterly financial results, and that the pair have worked together since October 2015.

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Financial terms of the deal were not publicly disclosed

Adbrain helps advertisers to piece together cross-device customer ID maps to better help them with targeting consumers on the myriad of devices they own – typically 3.64 according to GlobalWebIndex – and the acquisition builds upon The Trade Desk’s strategy of partnering with a host of players to license deterministic cross-device data sets.

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Adbrain’s technology combined with those data sets give The Trade Desk "a proprietary deterministic device graph" to match a user’s identity across different devices, according to the company.

Jeff Green, The Trade Desk, chief executive officer, added: “With this acquisition we will develop a proprietary device graph that combines Adbrain’s technology with login data, giving advertisers and brands on The Trade Desk platform an independent alternative to walled gardens.”

In its latest quarterly results The Trade Desk, an adtech outfit typically defined as a demand-side platform (DSP), reported significant increases in mobile and video ad revenue.

Revenue from in-app mobile ads grew 87% year-over-year during the period, with video ads on such devices also growing 171%, with The Trade Desk’s Green previously voicing the importance of mobile to its growth strategy in Asia with The Drum.

Adbrain raised $7.5m in early 2016, and counts among its investors Cisco Investments, Notion Capital and Octopus Ventures, with the company reporting at the time that it would use the funding to incorporate the internet of things (IoT) to its Adbrain Identity Cloud.

A recent report looking at M&A deals in the sector shows that such deals across the technology, media and telecoms sector slowed to the tune of $92bn over the first nine months of the year, according to Mergermarket.

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