Consultancy Ebiquity has acquired media monitoring and optimisation specialist Digital Decisions for an initial outlay of €0.7m.
Launched in the Netherlands in 2017, Digital Decisions has carved out a niche helping advertisers such as Heinz and PepsiCo appraise their digital marketing and media spend via automated data processing.
For the 18-month period to 31 December 2018, it reported revenue of €419,000 and profit before tax of €118,000. It had gross assets of €151,000.
Previously owned by its chief executive Ruben Schreurs, Digital Decisions has recently set up a sales team in London and will continue to operate as an individual service proposition, "integrating within Ebiquity as appropriate".
The acquisition is structured on an earn-out basis, with an up-front cash purchase of 100% of Schreurs’ shares with deferred payments following in line with performance over the coming years.
Alan Newman, Ebiquity’s interim chief executive (pictured), said: “Digital Decisions aligns perfectly with Ebiquity’s value proposition to clients and further strengthens our digital media advisory services. Its team has developed a market-leading, purpose-built media transparency and accountability solution to help brands evaluate and build trust in their digital ecosystems. We are confident that Ebiquity’s global network and client base will help Digital Decisions rapidly to scale internationally.”
Newman was named interim chief exec in November following the resignation of Michael Karg.