Beeswax has snatched up ad-tech startup MediaGamma, continuing a round of industry consolidation that comes amid a period of contraction in the ad-tech world. Financial details of the transaction were not publicly disclosed.
Beeswax made the purchase to bolster its engineering capabilities, as well as broaden its international footprint. MediaGamma was a UK-based operation.
Beeswax, itself a startup, is a demand-side platform that effectively lets media buyers improve the targeting capabilities of their preexisting trading algorithms, and has sought to service those advertisers that want to in-house automated ad buying.