Tech platform RadiumOne's assets have been bought by global company RhythmOne (R1) in a deal that sees Asia-Pacific boss Kerry McCabe exit.
RhythmOne's programmatic platform will gain access to RadiumOne, consumer insights, audience segmentation and targeting technology, and premium demand relationships.
The company says that when the technology is integrated, R1 will be “one of a handful of global players with a complete end-to-end technology stack within the digital advertising ecosystem”.
Adam Furness, MD of RadiumOne in Australia, tells AdNews consolidation in the programmatic space is “essential for the industry to flourish”.
"This is a fantastic for RadiumOne across APAC, giving us the opportunity to provide a truly end to end solution for our clients. Whilst this is amazing news for the business, it is with sadness that we will be saying goodbye to Kerry McCabe, who started RadiumOne business across APAC,” Furness said.
McCabe, who formerly ran the Australian business, took on a regional role in September with the plan to later relocate to the US with the company. He will now remain in Australia.
The new company will be staffed by 525 people globally, including 200 from RadiumOne.
It will enable demand-side platforms, brands and agencies to access performance- and engagement-based audience segments and private marketplaces within RhythmOne’s programmatic platform.
Richard Nunn, CRO of RhythmOne, says: “One of the biggest challenges facing advertisers today is how to leverage the rich data they get from customers throughout the buying cycle.
“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. We are also thrilled to welcome the RadiumOne team whose experience and relationships will be critical for achieving success.”
Dave Zinman, COO of RadiumOne says: “This union will allow two advertising technology leaders to create something truly differentiated in the market. The future of advertising is not about measuring impressions, but about driving real engagement. Together, RadiumOne and RhythmOne will provide insights, prediction, campaign targeting, execution and measurement that is relevant to the consumer, delivers outstanding ROAS and, crucially, results in real business outcomes for advertisers.”
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