RhythmOne confirms $185m YuMe takeover as part of wider M&A strategy
Summary
The companys leadership has now publicly declared that its 2017 acqusitions form part of a strategy to assemble a consolidated adtech offering to take on established players such as Facebook and Google. RhythmOne claims that post the closure of the proposed deal, the combined entity will be “a complete end-to-end platform” – the goal of many of the recent adtech mergers and acquisition (M&A) this year. The note goes on to read: “The directors believe that, as a result of the acquisition, the company will be a more attractive alternative to the largest networks and exchanges, represented by companies such as Google and Facebook.” The release also features a statement from RhythmOne, chief executive, Ted Hastings, it read: “Through YuMe, RhythmOne gains access to premium video supply including emerging, high-value connected TV inventory, unique customer insights, cross-screen targeting technology and established demand relationships. Speaking at the time of the purchase, Richard Nunn, RhythmOne’s chief revenue officer, said the acquisition would provide advertisers with insights, prediction, campaign targeting, execution and measurement. Meanwhile, Europes largest broadcaster RTL Group announced it was to complete its purchase of SpotX last week, plus earlier in the year Teads sold to US-based telco Altice.