Tremor International Buys Ad-Tech Platform Amobee in $239 Million Deal

The transaction expands Tremor’s DSP, CTV and video reach

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Tremor International is buying advertising platform Amobee from Singtel in a deal that will create scaled connected TV and video end-to-end platforms.

Top line

Tremor said the deal would enhance its technology offerings and business footprint across its core growth drivers, including its self-service demand-side platform (DSP), CTV and video reach.

Between the lines

The $239 million deal is expected to close during the third quarter and is not subject to approval by Tremor’s shareholders.

“The acquisition of Amobee is expected to build upon Tremor International’s growth strategy and proven track record of successfully integrating companies that enhance and expand the capabilities and scale of its data-driven end-to-end technology and business platform, focused on CTV and video,” Ofer Druker, Tremor International’s CEO, said in a statement.

Amobee will add capabilities such as campaign execution across linear and digital channels and build upon the company’s 2020 acquisition of video advertising platform Unruly. That platform allows media companies to receive and process advertising demand.

“Additionally, the transaction would fulfill our strategy to add significant global scale and self-service growth to our demand side platform, increase our U.S. and international customer reach and data footprint and drive more advertiser spend to our SSP, Unruly,” added Druker.

Bottom line

The acquisition should drive financial growth within the first 12 months of completion, largely across Tremor’s DSP business, which advertisers can use to place ads. Amobee currently serves more than 500 customers globally, and Tremor hopes the purchase will expand its own global footprint.

Singtel purchased Amobee for $321 million in 2012, and Amobee went on to acquire other ad-tech firms.