Extreme Reach Closes Deal to Acquire Adstream

Unified Global Platform Simplifies Activation of Multichannel Campaigns for Marketers, Agencies and Regional Partners

New York, NY — June 9, 2021 — Extreme Reach today announces the close of its acquisition of
Adstream, creating the first and only independent global platform that connects the end-to-end
creative supply chain for marketers. The combined company answers the call from brand
marketers who recognize the benefits and rich data that can only come from one central asset
management and campaign workflow hub for all teams, across all regions.

The fragmentation of the media landscape has led to an explosion in the number of creative
assets being produced and an exponential increase in the number of teams and individuals
working together to create, prepare and deploy them across channels and regions. Legacy,
siloed point solutions, which can no longer meet the challenges of an increasingly complex
landscape, are leading to widespread confusion and costly issues. The strategic union of
Extreme Reach and Adstream eliminates those pain points, creating one agnostic,
comprehensive creative logistics solution that moves creative at the speed of media, in
compliance everywhere. The result is visibility, control and agility that give brands a
competitive advantage.

The expanded company, operating in 140 countries and 45 languages, currently has close to
400 million creative assets under management, representing the top 100 global brands. As
forecasters predict double-digit increases in global ad spend, this is a pivotal moment to future-
proof creative operations via one activation platform that provides a complete view of creative
assets and the data associated with them.

“We launched Extreme Reach in 2008 with an explicit goal: to power the world’s video
advertising,” said Tim Conley, CEO and Co-Founder of Extreme Reach. “The close of our deal to
acquire Adstream makes that mission a reality at a time when it’s needed more than ever.
Extreme Reach and Adstream have always been customer-first solution providers and now we
can deliver what our collective clients have been asking for: one centralized platform for
managing and activating global campaigns with talent payment and usage rights management
fully integrated.”

About Extreme Reach
Extreme Reach (ER) is the only end-to-end global platform that connects and simplifies the
creative logistics and activation of multichannel campaigns for marketers, agencies and regional
partners. The centralization of all creative assets and campaign workflow in one platform
delivers visibility, control and agility, giving brands a competitive advantage in today’s complex
media landscape. From concept, through every stage of production, asset management,
campaign clearance and deployment, to performance reporting and analytics with talent
payment and usage rights management fully integrated, ER moves creative at the speed of
media with assets cleared for use, and in compliance, everywhere.

With the acquisition of Adstream in June 2021, ER now operates in 140 countries and 45
languages, representing the top 100 global brands with close to 400 million creative assets
under management. With workflow, reporting and analytics in one place, ER gives clients the
control and the insight they need across the marketing supply chain to optimize productivity
and profitability.

Marketing Triumph in The Age of Agility

By Melinda McLaughlin  |  May 11, 2021

*This article was written for ANA Marketing Maestros and originally published on the ANA website.

Agility means to move quickly and easily. It’s the “and easily” part that the industry must confront. The keys to creative and media success today bear no resemblance to the past. But the “messy middle” of execution is stuck in it and holding brands back.

Turning a blind eye to the mundane, myriad steps of campaign activation has hardly been intentional but it will bring down the most brilliant brand creative and most well-architected media strategy. The good news is that, like tackling a hard puzzle, this last piece is the easiest.

This sounds simplistic and obvious but all teams across all regions should run this executional relay race inside one global, cloud-based end-to-end workflow platform.

To be clear, this refers to all the methodical steps related to creative asset management, asset preparation, talent and rights management, traffic, clearance, delivery, and ad serving. Treat these as point solutions at your own peril. All these functions are interrelated and only unified technology can knit everything together to enable flawless execution and mitigate risk.

Marketers want creative agencies focused on their consumer, their brand and great creative. They want their media agencies focused on the crazy quilt of channels that can deliver the video content to the best prospects at scale. Nobody wants complexity and logistics to be a bottleneck, a big line item for expenses, or a reason for unexpected talent and rights penalties.

The incredibly complicated, interrelated workflow should be overseen by experts in one unified platform that does nothing else but also does all of it.

It gets better. When the people responsible for operational logistics come together in one coordinated and integrated workflow, the end-benefit for brands does not stop with increased speed, productivity and control of assets. The seamless workflow itself reveals data and insights for optimizing campaigns.

Agility is perhaps the most powerful attribute of successful marketers today and into the ever-changing future. Moving quickly must be paired with moving easily. Only then can teams shepherd amazing brand stories through the intricate supply chain all the way downstream to all screens everywhere according to plan.

Adstream Acquisition Helps to Serve Advertisers Worldwide: Extreme Reach’s Tim Conley

By Robert Williams on April 27, 2021

Extreme Reach this month agreed to buy Adstream to combine their platforms for managing video advertising and offer a broader range of services worldwide. The companies have an overlapping presence in few parts of the world, and can complement each other to provide a global footprint.

“More and more, our clients are asking for global solutions across everything they do,” Tim Conley, co-founder and CEO of Extreme Reach, said in this interview with Beet.TV. “The coming-together of Extreme Reach and Adstream just seems like the most logical solution at this point.”

Extreme Reach is based in Needham, Massachusetts, which is in the state’s famed technology corridor, and has a strong presence throughout North America. Adstream started in Australia and has a higher concentration of offices throughout Europe.

Extreme Reach helps to manage more than 30 million creative assets for brands, to make transactions between media buyers and sellers run more smoothly and oversee rights management. Adstream offers digital asset management, creative logistics and analytics solutions to more than 7,000 customers, handling more than 2 million ad deliveries a year.

“Our cultures are very much the same, and our systems are very much the same,” Conley said. “We expect a smooth and fast transition as we move forward.”

Extreme Reach is focused on helping marketers manage their ad creative, including everything from talent and rights management to delivering video spots to media outlets including linear TV, connected TV and over-the-top (OTT) services.

“Creative needs to run at the speed of media,” Conley said. “Today, you can buy media in milliseconds, and the creative has to be ready as well.”

The company helps advertisers and agencies with the workflow of producing commercials, turning their ideas into action. That includes determining the cost of making a commercial, selecting a location and lining up performers and paying them. When the spot is ready, Extreme Reach helps with executing the campaign while avoiding violations of rights agreements.

“We can help to make sure our customers are using it in the places they’re allowed to use it, and they’re not using it in the places they’re not allowed to use it,” Conley said. “These things can rack up extreme fines for our clients.”

Its procedures “create a natural asset-management system for our customers” so they can share or re-use content worldwide,” he said.

“We’re very excited about the opportunity to grow our customer relationships globally, to roll out our digital ad-serving tools globally as well as our talent and rights products globally, and bring the products together to provide the best of everything for our clients,” Conley said.

A New Era for Delivery: Behind the Scenes of Extreme Reach’s Adstream Acquisition

Extreme Reach CEO Tim Conley and Adstream CEO Daniel Mark talk LBB through the merger that will change the global game for marketers

Yesterday, in a move that has transformative ramifications for the world of marketing, Extreme Reach announced it will acquire Adstream. The combination of the two powerhouse companies sets up a potentially game-changing proposition – creating a seamless platform from which brands and marketers can deploy their communications.

The new offering brings together previously disparate parts of the campaign activation landscape. A new centralized platform will offer global creative asset management, talent & rights management, video ad serving and TV/CTV/OTT activation, and provide an unprecedented library of data and insight.

Far from an overnight bombshell, the acquisition has been a long time in the making. To find out how it happened and what it all means, LBB spoke to Extreme Reach CEO Tim Conley and Adstream CEO Daniel Mark:

LBB> Hello, both. You must have been talking about this for a while – what makes now the right time for Extreme Reach to buy a business like Adstream?

Tim Conley> Daniel and I talked about this when we first connected a couple of years ago, and the idea always made sense. Our customers are going global, or they’re already global, and they’re looking for global solutions. And I think that the combination of Adstream and Extreme Reach is just a perfect match. A lot of the asset management tools, workflow tools, and infrastructure that they bring to the table, as well as that global footprint matched with some of the unique offerings that we have, makes for a fantastic combination.

LBB> Daniel, what was most exciting for you and the team about this merger?

Daniel Mark> Firstly, to echo what Tim said, the timing was just right. Adstream has got through this time very well, we just posted a record year, but we want to take it to the next level and, most importantly, have the right strategic fit. I think it was important for the foundation [Ramsay Holdings] that they found the right home for Adstream.

It helps that we think in very similar ways. Our strategy in terms of how we want to serve our clients is very similar, and that’s what really came out of the conversations that we’ve had. We’re actually very, very similar businesses, with very similar ambitions. The ability to put together the technologies and offer a full end-to-end marketing workflow solution for the industry is something that’s really exciting to us.

From the team’s perspective, we of course have a very solid business that has been performing well. But the missing piece for us was always in the digital space and integrated talent & rights management, so to be able to offer full-service is very exciting for the team. From my perspective, and the management team’s perspective, it was a no brainer. Because this is a deal that’s going to enhance the value that we offer to our clients.

LBB> And I guess for the first time ever now, what you’ve got is a truly global offering. How important do you think that will be to brands and the larger networks?

Tim> I think we’re finding every day that it’s more and more important for global advertisers to be able to execute campaigns, in compliance, across the world – not just in North America, and not just in Europe.

Additionally, we have a lot of cases where content is being recreated in multiple countries. And so a big part of our solution is to be able to not only get that content to where it needs to go, but also have an asset management system built as part of the process in this unified platform that we have.

What happens is, throughout that entire process, you create a natural asset management system. You have your assets, and crucially you have all the information around the assets – what they cost, where they can be used, and where they can’t be used. And then as you send those assets out into the world, we also know where they’re going and we can help customers understand how they’re getting the best ROI for those assets. And then if they want to reuse those assets later on, or portions of those assets, they have all the information they need to confidently make those decisions. It’s simplifying a very complicated problem for our customers globally.

LBB> You’ve said that by coming together, you can ‘establish a new paradigm for success’, for yourselves and your clients. So what does ‘success’ look like for you?

Daniel> So prior to this announcement we gave some of our key global clients a bit of a heads-up. And the feedback from those big, big, global multinational brands, was ‘great’. They are mainly using Extreme Reach for talent & rights management globally, with Adstream looking after all their workflow and asset management delivery globally. And so from the clients’ perspectives, they’re sitting there going, ‘well hang on a minute, this could be amazing’.

It’s now an all-in-one kind of solution, and we are really excited about that. As far as we can see, we’re the only one that can offer this seamless proposition. Everyone else is going to be a patchwork quilt, putting things together. So that feels like success.

Tim> What I would point out is that with a lot of these deals, people are just sort of looking at how much cost or savings they’re getting out of it. But that really isn’t the case here. I mean, certainly, there are some overlapping costs, and we’ll look at those. But this is really about growth for both companies. It’s about the ability to put our systems together, bring our customers together, and to provide them more tools and more resources to make them successful. That, ultimately, is how we will measure success.

LBB> So how is this all going to work on a practical level? Because obviously you guys have built up tools and systems over the years. How do you see all that coming together?

Tim> So Katie Nykanen, who’s the CTO of Adstream, is now going to be Chief Product Officer across the entire company. And the great thing about Katie is that not only does she have the technical expertise, but she also comes from the client side before she was at Adstream – so she understands what the clients need. But to directly answer the question, I think what we’ve determined in this time that we’ve been working together is that we both built systems that are very modular, and we built them on pretty much the exact same technology using the cloud. And so we believe that we actually can bring the best of both systems into one in a fairly short period of time. It’s actually pretty simple.

Really, that was another very compelling reason to do this deal. Because we had systems that were so compatible together, there is no need for a big rewrite. We’re just picking the modules that are the best from both companies, and we’re putting it all together in a way that is beneficial for the client.

LBB> When it’s pulled together. Daniel, is there anything that you guys think that you want to explore as a next step?

Daniel> The one thing I’d highlight from bringing all of our products together is what the data can bring. So when we bring all these different elements together, there’s endless possibilities with the data that you’re capturing. If you’ve got the asset, and the metadata within the asset management platform, and all the delivery data globally from all the different types of cross media deliveries. Add to this talent and rights management, and all the cost data that we’re bringing together. The value of this data to our clients is something that is really untapped, and we think this is a game changer.

LBB> On a personal level, how long have you guys known each other, and are you looking forward to working together?

Daniel> Our first conversation was a couple of years ago, when I got to know Tim and Gaurav Agarwal (Extreme Reach’s COO), and the strange thing is, obviously, throughout this pandemic, we haven’t been able to get together. But despite that, what’s really come across is that Tim’s a fantastic guy workwise, and also a really decent guy in terms of being able to do the right things by people. Everyone that we’ve met and worked with so far, on the Extreme Reach side, have all been quality individuals just kind of in terms of personal characteristics as well as being good at their job.

I think that when you’re working so intensively with people, particularly given these remote modes of communication, you’ve got to have good chemistry and the chemistry with the teams that have met so far in the management teams has been second to none.

Tim> I would agree with that, 100%. Just to add to that, we’ve made several acquisitions in the last few years – and none have been as complementary and cooperative. I think our teams have interacted extremely well. I can’t think of a single contentious issue in this deal. We all saw the opportunity right from the very beginning, and knew exactly what needed to be done. And so it’s been a fantastic relationship so far, and I have no reason to think it’s going to be any different when we do come together.

LBB> There’s an interesting trend in advertising right now where we are seeing more independent agencies setting up than seemingly ever before. Those independent agencies need support – do you see that as a market of interest?

Tim> Yes, absolutely. One of the unique things about our combined system is that we operate as sort of a central hub. So an advertiser can work with many agencies, or they can work with a single agency, or agencies can work with us.

We also offer a lot of other services even outside of that central system. Adstream offers a lot of other services for those smaller independent agencies that need more support, business affairs or other sort of support, we can help them there as well. We will have the ability to bring resources to the table when a customer needs it, and our ability to just give them a system that they can use without our help if they want to. So yes, I think there’s a lot of potential there.

LBB> Have you discussed branding at all so far?

Daniel> That’s been the most asked question from our heads of business! We are aligned on this. Adstream is being acquired by Extreme Reach as the legal entity, but the question of keeping the Adstream brand will be decided by the demands and expectations of individual markets. In terms of which brand, that’s a marketing question.

Tim> I agree. There is definitely some work to do there, no doubt about it, and we’re not going to make any sort of rash decisions about what to do. Throughout this entire process, we’ve been focused on what works best for the client. For the time being, both names will exist.

LBB> Daniel, you’re going to be stepping into a strategic role. What’s exciting you about that new position?

Daniel> It’s hugely exciting. Fundamentally, we’ve been working on blueprints that we’ve set out already over recent months, and what we now need to do is execute that strategy. Now, we’ve got all the different elements, what we need to do is bring the products together into a coherent form. And we need to make sure that we launch those products across our global markets in a way that can maximise the impact and the benefits for our clients. And in my role, I’ll be making sure we execute on that strategy in a way that delivers on our promises to shareholders and prioritises the needs of our clients. I’m super excited about it.

LBB> And finally, what would you think – or hope – the company will look like in three years time?

Tim> Well, I simply hope that we will continue to achieve our vision. When we first started Extreme Reach, we had a vision to power the world’s video advertising. It’s a little vague, but at the same time, you kind of instinctively know what it means. And so with this combination, I think we’re well on our way to powering the world’s video advertising. So in three years from now, I hope that’s exactly what we’re doing across the entire advertising landscape. I think that we have all the tools now that we need to complete that vision. So that’s my hope – and I’m feeling confident.

Extreme Reach Gains Scale With Adstream Acquisition

by Karlene Lukovitz  @KLmarketdaily, April 21, 2021

In the latest ad-tech M&A driven in large part by the growth of CTV/OTT advertising, Extreme Reach has agreed to acquire Australia-based competitor Adstream, for an undisclosed price.

Extreme Reach’s platform integrates video ad serving, linear TV distribution, OTT/CTV delivery and talent and rights management. The company manages more than 30 million creative assets for brands, to facilitate transactions between the buy and sell sides and ensure rights compliance. 

Adstream, a cross-media advertising content delivery platform, also offers digital asset management, creative logistics and analytics solutions. The company supports more than 7,000 customers with more than 2 million deliveries per year.

The combined company will seek to help marketers manage creative assets and execute video ad campaigns amid the growing number of platforms, channels, tech partners and asset formats needed to reach consumers across connected devices and mobile phones, according to ER.

400 Adstream employees will join Extreme Reach’s existing 700 employees.

Three Adstream executives will have senior management roles in the combined business: Daniel Mark, as chief strategy officer, Katie Nykanen as chief product officer and Tim Emly, as senior vice president finance. 

The acquisition is expected to be finalized in Q2.

Extreme Reach expands ad platform with Adstream acquisition

Published April 21, 2021 By Robert Williams

Dive Brief:

  • Extreme Reach, a maker of web-based software to manage video advertising, agreed to acquire competitor Adstream for an undisclosed sum, per an announcement.
  • Extreme Reach has 700 employees and manages more than 30 million creative assets on behalf of brands, while Adstream is a cross-media advertising content delivery platform that supports more than 7,000 customers with more than 2 million deliveries each year.
  •  The combined company will offer brand marketers software tools to manage creative assets, handle talent and rights agreements, serve digital video ads on connected platforms and distribute commercials on linear TV, per the announcement.

Dive Insight:

Extreme Reach’s planned acquisition of Adstream follows years of buying other companies to build out its platform as video advertising became more digitized, and to expand into other lines of business. The combined company aims to help marketers manage their creative assets and execute video ad campaigns among an increasingly fragmented media landscape that includes a growing number of ad-based video on demand (AVOD) services for connected devices like smart TVs and mobile phones. The combination of fragmentation and “legacy, error-prone manual processes” has become untenable for brands, per the release.

“This acquisition gives us the global scale to transform creative asset management and omnichannel campaign activation worldwide, setting a new standard that meets today’s challenges,” Tim Conley, co-founder and CEO of Extreme Reach, said in a statement.

Three executives from Adstream, which is based in Australia, will have leadership roles at the combined business: Daniel Mark as chief strategy officer, Katie Nykanen as chief product officer and Tim Emly as senior vice president of finance. About 400 Adstream employees will join Extreme Reach after the deal closes in the second quarter, following a review by Australia’s Foreign Investment Advisory Board.

The planned acquisition comes amid a decline in ratings for linear TV, which has led 60% of U.S. advertisers to say they will shift their media spending to digital over-the-top (OTT) or connected TV (CTV) platforms this year, according to a survey by the Interactive Advertising Bureau (IAB). Among those who plan to shift spending, 81% said targeting and efficiency was a key consideration, and 55% cited incremental reachamong audiences who only watch digital video. The shift to CTV will drive a 54% jump to $6.73 billion in programmatic video ad spending in the U.S. this year, researcher eMarketer forecast.

Extreme Reach’s deal to buy Adstream is the latest sign of consolidation in the marketing and ad-tech industries, which this year has seen a jump in M&A activity as the recovery from the pandemic looks more certain, and deal financing becomes easier to obtain. Recently announced deals include Omnicom Group’s planned acquisition of digital marketing firm Areteans to expand the ad-holding company’s expertise in digital transformation and customer experience. Last month, TripleLift, a programmatic platform focused on native advertising, agreed to sell a majority interest to Vista Equity Partners, the private-equity firm whose investments in ad-related companies include Mediaocean and Integral Ad Science. Magnite, the sell-side platform formed last year after the Rubicon Project-Telaria merger, in February bought rival SpotX for $1.17 billion in cash and stock from RTL Group.

Extreme Reach Acquires Adstream to Streamline Marketing Workflows

Tuesday, April 20, 2021, 6:21 PM ET Posted by Will Richmond

Extreme Reach is acquiring Australia-based Adstream to create a comprehensive platform that will streamline workflows for global brands activating video campaigns across devices and services. The combined company is addressing pain points for brands that have arisen from the fragmentation of video consumption. There is a lot more complexity because every ad that is served must be properly formatted to deliver an appropriate user experience and tracked so that talent is accurately compensated.

Tim Conley, Extreme Reach’s CEO and co-founder and Daniel Mark, Adstream’s CEO (who will become Chief Strategy Officer of the combined company), emphasized in a briefing that brands have been asking for a holistic solution, with global scale, that can power the full lifecycle of a video ad, spanning its creation, production, asset management, versioning, delivery, talent rights management and analytics.

Tim and Daniel said there’s a gap between traditional TV and digital video, at a time when brands are increasingly focused on targeting audiences wherever they consume video. This gap has led to escalating complexity and costs when brands use manual processes to manage their campaigns.

Talks between the companies began a couple of years ago but accelerated recently due to customer requirements and the shifting focus of Adstream’s primary investor, the Paul Ramsay Foundation, which will continue as a minority shareholder.

The companies’ platforms are complementary; Adstream has deep capabilities in digital asset management and has a customer base primarily outside of North America. Extreme Reach has specialized in creative asset and talent rights management and ad serving, and has a primarily North America customer base. 

Tim noted that the companies’ platforms have a modular architecture, which he believes will ease integration and unlock new opportunities for brands.

Tim and Daniel said brands and agencies can expect improved ROI on their campaigns through the combined company’s streamlined workflows and ongoing innovation. The deal is set to close in the second quarter of 2021, with 400 Adstream employees joining Extreme Reach. Terms were not disclosed.

A Note from our CEO to ER Clients and Partners: An Exciting New Chapter

By Tim Conley  |  April 20, 2021

Dear Valued Clients and Partners:

I am delighted to share some exciting news with you. Today we announced our agreement to acquire Adstream, a powerful cross-media advertising content delivery platform with an expansive global footprint. In coming together we create the first independent global platform that simplifies the activation of multichannel campaigns worldwide.

This is a strategic and complementary union built on mutual respect and a shared passion for fueling our clients’ success. Together, we will make it easier for marketers around the world to gain a competitive advantage with increased control, faster speed to market, precision rights compliance, and rich insights.

When we founded Extreme Reach in 2008, we declared a mission to power the world’s video advertising, making it easy for you, our valued clients, to navigate an increasingly complex landscape. The solutions we’ve built with you along the way brought us to this defining moment when, together with Adstream, we bring the vision of one end-to-end global execution platform to reality.

Thank you for your trust in ER and for the open dialogue that has been key to focusing our development on exactly what you and your teams need to be successful.

As ER and Adstream become one company, we couldn’t be more excited about bringing you the best of our combined technology and teams with every path in and out for your brand creative. We are especially happy to bring you enhanced and expanded creative asset management, video ad serving and talent and rights compliance worldwide.

We expect to close this transformative deal soon. In the meantime, we are ready now to understand your global needs and to begin imagining expanded value creation that drives your business forward.

I’ll leave you with this promise. You can continue to expect world-class customer service at every turn. Your success will always be our success.

Here’s to an exciting new era ahead, marked by simplicity in the face of complexity and flawless execution across all the ways you reach your consumers with great brand stories.

Thank you for your support and your business. Read more here.

Tim Conley
Co-Founder & CEO
Extreme Reach

Extreme Reach To Acquire Adstream, Creating First Independent Global Platform for Marketers That Simplifies the Activation of Multichannel Campaigns

By Sandy Drayton  |  April 20, 2021

Centralized creative asset management, video ad serving, TV/CTV/OTT delivery, talent & rights management, and associated real-time data, transforms end-to-end marketing workflow worldwide, easing burden of legacy processes not built for the increasingly complex media landscape

New York, NY – April 20, 2021 – Extreme Reach (ER), the complete asset management solution for TV and video advertising, today announced its agreement to acquire Adstream, a leading global provider of digital asset management, creative logistics and analytics solutions. Through the acquisition, Extreme Reach will provide brand marketers and all their global partners with a seamless, all-in-one brand activation platform that removes complexity from the entire lifecycle of creative asset management, mitigating risk, restoring control and increasing agility, visibility and multi-team productivity.

From concept to campaign launch to reuse and storage of assets, marketers in all regions of the world will work cohesively in a centralized platform. The combined offering will provide global creative asset management, talent & rights management, video ad serving and TV/CTV/OTT activation, creating one agnostic and data-rich deployment platform.

The marketing and advertising ecosystems confront an increasingly fragmented media landscape, particularly when it comes to video. The multitude of platforms, channels, tech partners, and asset formats needed to reach consumers on every screen have added untold complexity and friction in rights management and in the relay race between the many teams who launch and manage campaigns. As legacy, error-prone manual processes reach the breaking point, brands need a transformative reset.

“Our companies have shared a mission from day one to connect and simplify every inter-related step in brand campaign activation, no matter how complex the media landscape becomes,” said Tim Conley, CEO and co-founder of Extreme Reach. “This acquisition gives us the global scale to transform creative asset management and omni channel campaign activation worldwide, setting a new standard that meets today’s challenges. I look forward to working with Adstream’s talented leaders and global teams to combine the best technology of both companies, solving marketers’ need for a comprehensive solution. By coming together, we establish a new paradigm for success — for our clients and ourselves — now and for the future.”

“In joining Extreme Reach, we provide brands worldwide with a competitive edge, enabling them to move quickly and flawlessly, with more insights at their fingertips,” said Adstream CEO, Daniel Mark. “Our companies share a common philosophy and are aligned at a strategic level. In joining Extreme Reach, we answer the call from our global clients with the integration of video ad serving and talent & rights management to all we do today. Together we are excited for this defining moment, not only for our clients around the world but also for our teams as well.”

The transaction is expected to close in the second quarter of 2021, upon approval from Australia’s Foreign Investment Advisory Board. Upon closing of the deal, 400 Adstream employees will join Extreme Reach and three Adstream executives will take on leadership roles within the combined business: Daniel Mark, as Chief Strategy Officer, Katie Nykanen as Chief Product Officer and Tim Emly, as SVP Finance.

For more information on Extreme Reach, please visit https://announcement.extremereach.com. If you’re a customer and have questions about the acquisition, reach out to your ER or Adstream point of contact.

The shareholders of Adstream were advised by JEGI CLARITY and Ashurst. Extreme Reach was advised by Kirkland & Ellis.

About Extreme Reach:
Extreme Reach has revolutionized the way marketers and their agencies control the deployment of creative assets and how the media sources those ads to execute campaigns across the complex media landscape. The company’s creative asset management platform, AdBridge™, is built upon a decade of innovation—seamlessly integrating video ad serving, linear TV distribution, OTT/CTV delivery and Talent & Rights management together.

With over 30 million brand creative assets in its care, every path to any screen is built right inside with more than 700 team members ensuring customer success. ER connects the buy and sell sides of the advertising ecosystem, eliminating friction and ensuring rights compliance.

About Adstream:
Adstream is the world’s most powerful cross-media advertising content delivery platform, enabling brands and agencies to manage, deliver and report on campaign assets at scale. 400 Adstreamers, across 33 offices, support over 7,000 customers with more than 2 million deliveries each year, reaching over 77,000 media destinations worldwide at pace and with complete security.

Adstream’s USP is its single, global platform, integrated both with all the creation tools and DAMs their clients already work with and all the platforms and media destinations those clients use to reach their customers. Adstream’s team of experts support and enable their clients to get the most out of their solution.

Adstream’s mission is to give clients visibility: reporting and analysis all in one place. This gives them both the control and the insight they need across the marketing supply chain to optimise productivity and profitability. That is the Adstream Advantage.