Why Adtech Firm Tremor International Buys DSP Amobee For $239 Million
Tremor International, a video-focused advertising-technology company, is buying Singtel’s digital arm Amobee, a cross-channel, demand-side advertising platform, for $239 million. It will acquire Amobee’s Omnichannel Demand Side Platform and Advanced TV Platform.
Singtel first bought Amobee in 2012 for $321 million, making this latest deal quite a steal. Singtel says the divestment is in line with its strategic reset to revamp its business focus and recycle capital and assets into higher-returning growth areas. The transaction is expected to close in the third quarter.
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How this acquisition benefits Tremor?
– The acquisition is expected to create one of the most compelling and scaled CTV and video end-to-end platforms in the market. It is expected to drive incremental financial growth within the first twelve months of completion.
– The deal is intended to expand Tremor’s demand-side market share. The transaction expands its self-service DSP, CTV, and video reach, while creating new technology and partnership opportunities, including the ability to integrate major linear capabilities.
– Over the past couple of years, Amobee has been branching out into advanced TV. Amobee uses CTV to supplement and support linear TV, which remains a large part of the market despite streaming.
– The combined company seeks to benefit from meaningful annual run-rate operating cost synergies. It would build upon Tremor’s proven track record of successfully integrating acquisitions to drive growth, scale, and long-term value for shareholders at attractive valuations.
– Ofer Druker, chief executive officer of Tremor International, said in a release that the deal “would increase our U.S. and international customer reach and data footprint, and drive more advertiser spend to our SSP Unruly.”
Tremor International has scaled and deepened their strategic relationship through a $25 million in VIDAA, the smart TV operating system subsidiary of Chinese-based TV set maker Hisense Co. The company is looking to be a major player in TV OS as well as connected TV (CTV). With that deal, Unruly became VIDAA’s exclusive supply-side platform for North America, Europe, Canada, and Australia.
– It would expand Tremor’s international presence as Amobee currently serves over 500 global customers including McDonald’s, Johnson & Johnson, Verizon, and Comcast, and maintains strong relationships with some of the world’s leading media partners.
Tremor’s ad tech roll-up spree just got a whole lot deeper with Amobee’s inclusion.
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YAAP Expands UAE Presence, Acquires Crayons Communications
YAAP a specialized content and influencer marketing company with operations in the UAE, India, and Singapore, has fully acquired Crayons Communications. In a 100% acquisition, Crayons Communications will merge with YAAP.
YAAP acquires Crayons Dubai
With Crayons Communications as a wholly-owned subsidiary of YAAP, clients can maintain their existing relationships with both organizations while gaining access to synergistic value.
In recent months, YAAP has expanded its market footprint and product offerings, resulting in stellar growth. Its clientele includes Coca-Cola, Visit Dubai, Lufthansa, RuPay, American Express, Disney, Amazon, and Square Enix, among other leading brands. In FY21-22, YAAP achieved impressive top-line growth of 97% and a 5X increase in profitability. Thereafter, it has been in the process of scouting for strategic acquisition opportunities across the GCC’s digital content and media landscape.
Crayons Communications boasts over 14 years of market presence in the Middle East with offices in Dubai, Riyadh, and Manama. From homegrown giants such as the Apparel Group and Kaya to MNCs such as Fitbit, Crayons Communications’ portfolio characterizes a rare balance of global-local clients and expertise developed by virtue of longevity.
Kunal Lalani, founder and chairman of Crayons Communications Group said YAAP coming in will create more opportunities for the company and all the clients will benefit from a wide array of new services.
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New services and solutions
Crayons Communications adds key markets to YAAP’s footprint across three countries and seven cities. YAAP is currently developing solutions suites pertaining to Web 3.0 and the Metaverse.
As innovations such as Web 3.0 and the metaverse become more popular, brands are increasingly interested in end-to-end service providers. The advertising expertise of Crayon Communications complements YAAP’s core strengths in influencer, performance, programmatic, and affiliate marketing, as well as Web 3.0 and the metaverse, resulting in an unmatched synergistic value proposition.
It is expected that the Crayons communication management will continue to work in their respective roles and that the workforce will expand.
And that’s what they said
Atul Hegde, Founder of YAAP-
“YAAP has been actively looking to expand its presence in the UAE in particular and the GCC region as a whole. The Crayons Communications acquisition comes at the right time and gives us a great platform to bring our award-winning services in Influencer Marketing & Performance Media to this part of the world. Crayons has a good foundation of established clients that will help us quickly ramp up our service offerings here. We want to be a dominant player in IM, Web 3.0 (with a focus on building for the Metaverse), and media services. Going forward, as the markets correct globally, it presents us a great opportunity for more such acquisitions in this region.”
Arshad Zaheer, CEO of Crayons Communications-
“I’m super excited to be part of the YAAP group now. With an added network of 7 cities and 100+ digital experts at YAAP, it opens up a whole new world of offerings for us in this region. We are known for always punching above our weight in the past with mega projects like the Chris Hemsworth film for Bayut, the Dubai super sixes property or The Bayut: your home, your choice awards, now our ambitions and goals will be much larger!”
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