The Drum Awards for Marketing - Extended Entry Deadline

-d -h -min -sec

Modern Marketing Adtech Mergers and Acquisitions

London adtech provider Azerion goes global with Hybrid Theory acquisition


By John Glenday | Reporter

November 18, 2022 | 3 min read

Azerion, the London-based content-led data and technology company, is spreading its wings across multiple continents with the purchase of Hybrid Theory in an all-share deal.


This latest acquisition caps a takeover spree

The data-led programmatic agency and trading desk, also based in the capital, boasts a significant presence in the key US market as well as the giant Asia Pacific region, granting Azerion instant access to high-growth regions.

The tie-up will also grant Azerion access to technology that better pairs cold, hard data with the unpredictability of human nature to tailor advertising campaigns at greater fidelity.

Umut Akpinar, co-chief executive officer of Azerion, said: “We are confident that Hybrid Theory’s market-leading data capabilities will provide Azerion with the best-in-class technology to power better and smarter data-driven advertising potential to our advertisers and publishers.”

Patrick Johnson, chief executive officer of Hybrid Theory, added: “Joining the Azerion Group allows us to continue to deliver on our ambitions through far greater global scale and linkages between our technology and the Azerion platform. Hybrid Theory’s unique capabilities in data now have the addition of proprietary first-party data at scale, which coupled with Azerion’s branding capabilities provide an unparalleled linkage with our performance heritage.”

The latest acquisition caps a takeover spree that has seen Sublime, InSkin and PubMatic subsumed by Azerion since 2021.

Modern Marketing Adtech Mergers and Acquisitions

More from Modern Marketing

View all


Industry insights

View all
Add your own content +