Hot on the heels of its RadiumOne acquisition earlier in the summer, RhythmOne has confirmed the acquisition of YuMe, in the process creating one of the largest independent digital video ad marketplaces.
The US-based RhythmOne, which connects audiences with brands through content across devices, announced on Tuesday (5 September) that it has entered into a definitive agreement with YuMe to acquire all of its share capital for $185m. The transaction is expected to close by Q1 2018.
YuMe offers multi-screen video technology in the TV brand advertising space, and the combined entity will bring together demand-side and supply-side strengths for mobile, video, connected TV and programmatic trading.
“Acquiring YuMe accelerates RhythmOne’s strategy to build a unified programmatic platform with unique audiences of differentiated quality at scale,” said Ted Hastings, CEO, RhythmOne, who will lead the business.
“Through YuMe, RhythmOne gains access to premium video supply including emerging, high-value connected TV inventory, unique customer insights, cross-screen targeting technology and established demand relationships. We believe this combination will give RhythmOne the resources, relationships and talent to drive value for its shareholders, and true a return on investment.”
Hastings will continue in his role as president and CEO of the combined company. Additionally, YuMe will appoint two directors to the newly constituted board of directors, one of whom will be Eric Singer, who will become the chairman of the board.
