Gaming advertising firm Azerion has acquired digital monetization platform PubGalaxy and digital ad agency Inskin Media as the company further bolsters its European advertising offering.
Following the recent buyout of French ad agency Sublime, Azerion has continued on its expansion and consolidation plans buying a further two European agencies.
Headquartered in Sofia, PubGalaxy is to assist Azerion with its monetization strategies and facilitate partnerships between publishers and advertisers. Azerion hopes the partnership will give its publishers access to cost-effective and bespoke monetization deals.
The decade-old firm started out as a digital publisher before developing into an ad revenue optimization platform that has a strong track record in managing high-value clients.
“As a historical digital publisher, our teams know the publishing industry inside out. Some of the biggest publishers have already entrusted us with their monetization strategies, as we strive to devise the most effective ways to maximize their ad revenues,” said Ivan Ivanov, chief executive officer of PubGalaxy.
Meanwhile, UK firm Inskin Media has been acquired to give Azerion’s publishers access to a wider range of ads. Specializing in multi-screen, high-impact digital brand advertising, Inskin Media has partnered with 260 publishers, working with around 1,000 brands delivering campaigns to about 2,000 sites.
Chief investment officer at Azerion, Joost Merks, said Inskin Media’s high impact focus “aligns perfectly with our business ethos”, adding that the integration ”will also create great synergies within our best-in-class network of programmatic and digital advertising providers.”
The deals for Inskin and PubGlaxay take Azerion’s M&A activity to five firms following a $242m investment in April. The companies join social casino developer Whow Games and mobile advertising company Keyhole.