Ve Interactive has acquired video advertising specialist Optomaton for €5.13 million in a combined mix of cash and shares.
Optomaton works across “all aspects” of programmatic media buying, but Ve – an ad tech player with an ever-growing tech stack – is said to have been particularly drawn to its demand-side platform for video, ‘Volvelle’.
This newly acquired technology cements Ve within the rapidly growing programmatic video market, while leveraging Optomaton’s knowledge of the European ad ecosystem through offices in Copenhagen, Dusseldorf and Frankfurt.
Burgeoning industry
The purchase marks the latest in a scattering of recent interest for private video ad tech firms, following in the wake of Taboola’s buyout of ConvertMedia, and FreeWheel’s purchase of StickyADS.tv.
“We always strive to continually innovate and evolve our proposition for the benefit of our clients,” commented Ve Interactive CEO, David J Brown.
“The acquisition of Optomaton puts us at the forefront of programmatic video technology and with over 40% of programmatic buys expected to be in video by 2018, we are very excited to welcome the Optomaton team and their proprietary ‘Volvelle’ video technology into our business.”
Ve last made PerformanceIN headlines when it chimed in on the auctioning off of the former eBay Enterprise’s marketing products in December last year, scooping its display retargeting arm and re-tallying its staff count to 850 across 34 offices.
Prior to that, and demonstrating a clearly-marked mergers and acquisitions strategy, the ad tech group also made a noise when it bought out London-based ad trading service GDM Digital for a price tag of £7 million.