Amsterdam’s Azerion acquires [M]media to strengthen its digital advertising foothold

The acquisition includes Vlyby Gmbh, an ad tech company focused on programmatic video advertising and self-service publisher solutions, and several asset deals consisting of full monetisation solutions for digital publishers in Italy (TakeRate) and France. 

[M]media: What you need to know

[M]media is a sales house, tech partner, and intermediary for publishers and advertisers in the Dutch digital advertising space. The platform offers a selective collection of websites and apps in automotive, finance, lifestyle, and sports. 

With over 90 different websites and apps within its network, the platform claims to reach more than 10 million unique visitors every month.

Why this acquisition?

This acquisition by the Dutch company will help bolster its digital marketing and advertising offerings by adding various features and expertise to the platform.

Azerion says it will integrate [M]media’s display, video, and native advertising capabilities and bring valuable expertise in several contemporary marketing methods, such as search engine optimisation, branded content, and social media marketing. 

Azerion: What you need to know

Azerion was founded in 2014 by two Dutch entrepreneurs, Umut Akpinar and Atilla Aytekin, as a media and technology company to offer valuable content on a European scale with a local presence. 

The company makes software that automates the purchase and sale of digital advertising and has begun making online games and content.

The company has more than 16,000 game titles with over 425 million monthly active users. Azerion says it generates revenue through advertising spending across its platform and via in-game purchases. 

The company says that 22 per cent of its revenue in 2020 came from in-game purchases. It also generates additional revenue from AAA game distribution.

The company has expanded its reach with an active acquisition strategy. It has acquired Improve Digital, HiMedia Germany, Zoomin, Collective Media Europe, Widespace, Sellbranch, Sulake, Smeet, Semilo, Adpulse, Adux, and the mobile division of Spil Games. The company is a publicly traded company listed on Euronext Amsterdam.

Aytekin, co-CEO of Azerion, says, “[M]media has long been one of the leading advertising networks in the Netherlands, and our two companies have a long-standing business relationship. As such, we are delighted to welcome [M]media to our platform and make available our combined inventory of quality content with highly engaged audiences to advertisers.”