$220m deal sees ad platform acquired by American digital media specialist
An American digital media specialist has announced that it has acquired an advertising platform in a deal worth more than $200m.
Integral Ad Science (IAS), headquartered in New York, has announced that it has acquired Publica, a connected TV (CTV) advertising platform.
The acquisition took place in a cash and stock transaction valued at $220m and is part of IAS’ plan to accelerate its CTV strategy.
Lisa Utzschneider, CEO of IAS, commented: “CTV viewership and programmatic advertising have skyrocketed, and by acquiring Publica we’re accelerating our growth to offer publishers the tools to capitalise on this opportunity.
“Advanced data and technology will fuel the future of addressable CTV advertising. Now video publishers can increase their revenue, and in the future we will help advertisers with a trusted way to measure the results of their growing CTV budgets.
“In fact, Publica reports that publishers using its platform have seen on average a 30 per cent lift in yield for their CTV inventory. I welcome Ben and the Publica team as we innovate together to increase CTV advertising quality and impact.”
Ben Antier, co-founder and CEO of Publica, said: “Audiences have already switched to watching CTV and more ad-supported content than ever; by joining IAS, we’re offering a trusted platform for brands and publishers to drive more ad dollars towards CTV.
“We have a joint vision to transform CTV advertising with a data-driven approach that benefits the entire industry, while delivering an exceptional user experience.”
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