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.