Media and marketing consultancy Ebiquity has acquired Digital Decisions for an initial consideration of €0.7 million.
Digital Decisions – a “digital media monitoring and optimisation service” – offers brands a solution which allows them to “efficiently and regularly” review billions of dollars in digital media investments through automated data processing.
Brands including Heineken and PepsiCo have adopted the solution, and Ebiquity has said the acquisition will be “highly complementary” to the consultancy’s media division.
“Digital Decisions aligns perfectly with Ebiquity’s value proposition to clients and further strengthens our digital media advisory service,” said Alan Newman, Ebiquity’s interim CEO following the departure of Michael Karg late last year.
“Its team has developed a market-leading, purpose-built media transparency and accountability solution to help brands evaluate and build trust in their digital ecosystems. We are confident that Ebiquity’s global network and client base will help Digital Decisions rapidly to scale internationally.”
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The acquisition is structured on an earn-out basis, with an up-front cash purchase of 100% of Digital Decisions’ shares to be followed by two tranches of deferred consideration. The first will be based on Digital Decisions’ performance in 2020 and the second on the average for 2021 and 2022.
The final deferred consideration payment will be paid in a mix of cash and Ebiquity plc shares, to be determined by Ebiquity.
Ruben Schreurs, CEO of Digital Decisions, said Ebiquity is the “ideal home” for the digital marketing consultancy and the “perfect launch pad” to take the business into the “next era of growth”.
“I’m excited about the added value that we can jointly provide to our clients’ global media and procurement heads,” he said.
Digital Decisions is based in the Netherlands, with a recently established sales team in London.
The business reported revenue of €419,000 and profit before tax of €118,000 for the 18 month period leading to December 31 2018, its first financial year.
