Digital adtech company RhythmOne has acquired certain assets of RadiumOne, the data-driven marketing platform, it has been announced.
The US-based RhythmOne, which connects audiences with brands through content across devices, said it plans to accelerate its strategy to build a unified programmatic platform with unique audiences at scale.
The acquisition of RadiumOne will give RhythmOne access to the data-driven marketing platform, unique consumer insights, audience segmentation and targeting technology, and premium demand relationships.
The transaction, which was closed on 26 June, will see around 200 of RadiumOne’s staff join the US-based company.
However, Kerry McCabe, RadiumOne’s global president, is to leave the company immediately and Newsline understands that jobs are at risk in the UK operation.
“One of the biggest challenges facing advertisers today is how to leverage the rich data they get from customers throughout the buying cycle,” said Richard Nunn, CRO of RhythmOne.
“RadiumOne’s powerful data-driven marketing platform combined with RhythmOne’s massive, high-quality supply footprint will truly enable brands to develop and activate segmentation and targeting strategies based on unique consumer insights. We are also thrilled to welcome the RadiumOne team whose experience and relationships will be critical for achieving success.”
RadiumOne is headquartered in San Francisco and has operations in North America, Europe and Asia Pacific. The company recently won the Grand Prix at the 2017 Connies along with the prizes for Connected Campaign of the Year and Best Use of Connected Technology for a project carried out with ITV AdSync+ and the7stars to create a global first connecting live TV and online sharing.
