London-based video advertising network Video Natives has announced its purchase by Adyoulike, a fast-growing provider of native ad solutions.
Adyoulike also runs its very own native advertising network and hopes the acquisition can improve its capabilities in the video ad trading arena.
Julien Verdier, CEO of Adyoulike, said a concerted effort will be placed on expanding the company’s operations in video as well as mobile and real-time bidding over the rest of 2014 in an attempt to cater for new client demands.
Verdier claimed the purchase of Video Natives would also enable his company to progress its native programmatic offering despite brands and publishers remaining “a little confused” about the thought of real-time bidding for ads.
Adyoulive currently runs over 500 native advertising campaigns in Europe and Andrew Morgan, managing director at Video Natives, appeared pleased at joining the team.
“As an innovative start-up operating in the booming native ad space we are looking forward to adding our video advertising and RTB global trading expertise to the overall business,” he commented.
“The two companies have a shared goal, a dynamic vision for the future of online advertising and a great team that will constantly innovate in what is undoubtedly one of the most exciting periods in online advertising.”
Video Natives turned over $1 million last year as demand for video ad space picked up, although the company expects to more than double this total by the end of the year.
Native pays dividends
Formed in 2011 by Verdier and Yohan Elmaalem, Adyoulike offers SaaS technology for brands looking to place contextual messages within content provided by premium and niche publishers.
Many see this as a way of boosting user engagement around ads due to the ability to serve highly relevant placements that suit the look and feel of a website.
Adyoulike was formed off the back of initial support from Kima Ventures and went on to hit headlines in 2012 after receiving €1.2 million in Series A funding from Banexi Ventures Partners.
The company has since expanded out of its headquarters in Paris to add offices in London and Rio. In its most recent financials Adyoulike reported global turnover growth of 250% for H1 to remain on track for annual revenue of €10 million in 2014.