Tremor shakes up adtech sector with $239m Amobee acquisition

Tremor International – the video, data and connected TV (CTV) adtech platform – is to bolster its capabilities and expand its international footprint with the $239m acquisition of Amobee.The tie-up will furnish Tremor with an enhanced technology offer at a stroke, as well as introduce new insight tools and capabilities in linear TV. Upon closing the deal in the third quarter, Tremor will also benefit from a greater presence and reach at home in the US as well as internationally.This will give the combined entity a vital edge in the cutthroat digital advertising market, where advertisers are forever seeking to optimize campaigns to maximize yields.Tremor International chief executive officer Ofer Druker said: “The acquisition of Amobee is expected to build upon Tremor International’s growth strategy and proven track record of successfully integrating companies that enhance and expand the capabilities and scale of its data-driven end-to-end technology and business platform, focused on CTV and video. “Amobee would add several capabilities including campaign execution across linear and digital channels within a single platform. Additionally, the transaction would fulfill our strategy to add significant global scale and self-service growth to our demand side platform, increase our US and international customer reach and data footprint, and drive more advertiser spend to our SSP, Unruly.”Funded from existing cash reserves and $100m of debt, Tremor will acquire Amobee’s Omnichannel Demand Side Platform and Advanced TV Platform, but not its Email Marketing Platform and related liabilities.

Tremor shakes up adtech sector with $239m Amobee acquisition

By John Glenday | Reporter

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