Adtech company RhythmOne has bought data-driven marketing platform RadiumOne in a transaction reportedly worth $22 million.

The move will strengthen the offering of the San Francisco-headquartered RhythmOne through access to customer insights, targeting tech and audience segmentation, enabling advertisers to maximise the effectiveness of their campaigns.

The company’s CRO, Richard Nunn, believes the key challenges advertisers face is the question of leveraging data throughout the buying cycle, and the acquisition will help address this.

“RadiumOne’s powerful data-driven marketing platform combined with RhythmOne’s massive, high-quality supply footprint will truly enable brands to develop and activate segmentation and targeting strategies based on unique consumer insights,” he commented.

In terms of the structure of the deal, RhythmOne will be paying $5.5 million cash upfront for RadiumOne’s assets, and further funds of $16.5 million will be paid in shares at a future date.

As reported by Mumbrella, the move will also shake up the boardroom at RadiumOne, with the company’s global president Kerry McCabe leaving the firm immediately and around 200 of the remaining staff joining RhythmOne, bringing its total staff number to around 525.