Aegis has acquired the ad-serving business bluestreak.com for $12.5 million.
The agreement will see Aegis acquire Bluestreak’s proprietary ad-serving technology, a hosted online advertising suite, which helps advertisers execute campaigns across all internet media, through campaign management, execution, optimisation and analysis.
Established in 1999, Bluestreak has an active presence in the key markets of the US, UK, France and Germany, and is one of only a few established international ad-serving businesses worldwide.
Following the acquisition, Bluestreak’s ad-serving employees will be transferred into Isobar. The two businesses already have a successful search partnership in place, and Bluestreak is the only ad-server to be fully integrated with Isobar’s paid search bidding agent, iSEBA.
In addition to strengthening this existing search partnership, Isobar will integrate Bluestreak’s data and analytics with Isobar’s existing online media services to form a new digital data capability. Aegis says that this will allow Isobar to create the first ever global reporting analytics offer across both search and display.
Robert Lerwill, CEO of Aegis, said: “This is something of a landmark deal for Aegis. Bringing Bluestreak into Isobar is a natural next step. This is a fantastic scalable technology, which has multiple future applications across our entire group. Its strategic significance over time will become clear.
“Ad-serving is in the spotlight right now, and we believe the combination of media and ad-serving is the most interesting of all. While we will continue to work with other industry ad-servers, owning our own technology in-house will give us a step change in product development across both search and display. Aegis and Isobar have long been in the lead on digital thinking and services, and today’s move reinforces that position.”
Last week, Aegis purchased the full service event and experiential marketing agency Vivid Marketing (see Aegis Acquires Vivid Marketing).
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