Optimad and iMediapoint, the internet-based media transaction platforms, have announced that they are to merge. The combined entity will create a UK and European market leader for online media trading which will operate as Optimad-iMediapoint.
Andy Troullides, iMediapoint’s CEO, who will run the new entity with iMediapoint founder Jean-Louis Velaise, said: “As separate businesses, Optimad and iMediapoint have both come a long way in a short space of time. Media agencies and media owners have been evaluating how best to benefit from the clear efficiencies being demonstrated by both platforms. We have responded to signals to clarify and harmonise our offerings: a whole that is definitely greater than the sum of its parts”.
The business will continue to receive the backing of European venture capital investors 3i and CEA, and Optimad.com’s German operations are unaffected by the deal.
Ralph Simpson, commercial manager of MediaTrader, MediaTel’s online trading platform, commented, “This move reflects a need for more resources to compete with the remaining serious players in the market: MediaTel Group and Adazzle”
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