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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Tremor International Partners With Double Verify For Authentic Brand Suitability
Tremor International expands its partnership with Double Verify (DV), a leading software platform for digital measurement, data, and analytics for Authentic Brand Suitability Solution. Tremor is a leader in video and Connected TV (“CTV”) advertising. The company offers advertisers and publishers a comprehensive technology platform that combines Tremor Video and Unruly SSPs to reach relevant audiences and maximize the yield on digital advertising inventory.
How Does Authentic Brand Suitability Help?
Tremor International (Tremor) aims to provide the most robust programmatic brand safety solutions in the market. Authentic Brand Suitability helps to achieve this objective by offering advanced brand safety, suitability, and fraud solutions to support advertiser campaign performance across devices, including CTV.
Tremor Video and Unruly’s advertising clients can leverage this pre-bid targeting solution to implement centralized brand safety/suitability and fraud controls across all campaigns and devices. Further, advertisers within the platform will now have access to enhanced security levels, leading to increased operating efficiency and improved campaign performance.
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Steven Woolway, EVP of Business Development at DoubleVerify said,
“Driving better advertiser outcomes, whether across CTV, desktop or mobile video, starts with ensuring that inventory is optimized per the marketer’s specific suitability demands.”
He further commented.
“Authentic Brand Suitability helps accomplish this objective, by offering the most advanced brand safety, suitability, and fraud solution available in the market today. DV’s enhanced integration with Tremor International reinforces our commitment to help advertisers ensure the protection of their brand equity, wherever and however they buy digital media.”
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Key Benefits Of Authentic Brand Suitability
In the past, advertisers have used adblocking but that only protected advertisers from having their ads appear in unsuitable environments, and however, nonetheless, this incurs costs.
Authentic Brand Suitability drives better advertiser outcomes and this is how it does,
- The alignment of pre-and post-bid settings drastically reduces the wasted cost of media through the avoidance of pre-bid scenarios.
- DV data suggest a 26% lower block rate for programmatic media properties supporting Authentic Brand Suitability, which safeguards their brand equity from safety and suitability violations.
Other significant benefits for the Tremor and Unruly advertising clients include:
Customizable Controls: A complete set of customization options enable users to build a single targeting profile that combines 90+ brand safety and suitability categories (the broadest available), keyword avoidances, language avoidances, site/app IVT threshold avoidances, and custom-built brand categories.
Operational Efficiency: Using the industry’s first unified service and analytics reporting platform, DV PinnacleR, to ensure consistent, automatic updates to post-bid measurement settings and pre-bid targeting across numerous DSPs.
In this announcement, DV and Tremor International are expanding on their existing partnership. Recently, Tremor Video and Unruly were awarded DV’s CTV Targeting Certification, demonstrating their ability to avoid fraud on CTV devices with DV’s pre-bid app.
Jessica La Rosa, Vice President, Partnerships & Data Operations at Tremor International said,
“As long-time leaders in the video space, we pride ourselves on the ability to empower our clients with innovative solutions, helping them maximize the effectiveness of their advertising initiatives.”
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