DoubleVerify Buys Ad-Juster to Launch Sell-Side Offering

The purchase comes amid a flurry of ad-tech M&A activity

DoubleVerify and ad-juster logos
Financial details of the deal were not publicly disclosed.
DoubleVerify, ad-juster

As 2019 draws to a close, the latest flurry of ad-tech mergers and acquisitions is underway, this time with DoubleVerify writing the check for Ad-Juster.

The announcement of the deal for an undisclosed amount comes the same week the Vanderhook brothers took back full control of Viant from Meredith and France-based investment group Fimalac announced a significant investment in Jellyfish.

DoubleVerify CEO Wayne Gattinella said in a statement that combining Ad-Juster’s sell-side platform with his existing buy-side platform was the rationale behind the move.

“The Ad-Juster acquisition furthers our goal of maximizing digital media quality and performance for advertisers while providing premium publishers with the transparency they need to compete in a consolidating marketplace,” Gattinella told Adweek.

Meanwhile, Dennis Clerke, general manager for the Ad-Juster business unit, noted the pairing would enable them to offer “full lifecycle analytics for digital publishers.”

There were 86 ad-tech mergers and acquisitions in the first three quarters of the year, according to data from Results International, with some of the more notable recent deals in the sector including Taboola’s takeover of Outbrain, AT&T-owned Xandr’s purchase of Clypd and Roku’s purchase of demand-side platform Dataxu.

This trend was underlined earlier this week when Fimalac invested in Jellyfish, a digital marketing services group that operates primarily on the Google stack, and valued it at approximately $644 million.

The holding company intends to merge Jellyfish with with its existing data-led marketing specialist Tradelab, and Fimalac owner Mar Ladreit de Lacharriére said he wants to assemble an outfit to emulate the model of S4 Capital.

Fimalac’s takeover of Jellyfish echoes S4 Capital’s 2018 purchase of MightyHive for $150 million, an acquisition executive chairman Martin Sorrell believes is crucial to fulfilling his “faster, better, cheaper” mantra.

Speaking earlier in the year, Sorrell told ATS London conference attendees that such services are necessary as “every single client, without exception, is now looking at in-housing.”

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