Digilant, a global programmatic media solution provider, acquired another company from the same ecosystem — Anagram, for an undisclosed amount. The acquisition will help Digilant to expand its programmatic abilities and enable clients to run most impactful and effective campaigns across various digital channels. Adam Cahill (founder and CEO of Anagram) and Colin Brown (CMO) will join the executive management team of Digilant.
Anagram brings on board proven success in creative programmatic ads which is the main attraction for brand marketers and tech investors. Anagram uses Programmatic creative that increased direct sales by 565% and led to a 1.5x return on programmatic ad spend for OptiShot- a home golf simulation company, few years back.
Programmatic is now integrated into the overall media mix and clients only care about the most impactful campaign and its transparency. With the acquisition, Anagram will also settle the need for transparency by helping the client set up their own direct platform contracts, so they could see the fee structure first hand. It claims to live by the vision to provide transparency in programmatic marketing. Their buying model provides clients full visibility access and control across every area of their programmatic spend while helping them build their own capabilities.
Cahill informs, “As marketers shift more of their budgets towards programmatic ad buying platforms, we are excited for the opportunity to join a Boston-based company that can help us grow our business globally. We want to continue to add value in the programmatic space and we are confident, that as part of Digilant, all of Anagram’s employees will be given the opportunity to achieve their goals.”
With this deal, Anagram gets more engineering power and resources to bring their ideas to life at a good pace.
Digilant has grown headcount by around 13% over the past year with the idea of having a strong ops team- the means to success. Hiring mainly constituted the client services people, ad ops, data scientists and people who understand the data and also know how to talk about it with the client. The 5 member team of Anagram will join Digilant’s 150.
Alan Osetek, Global CEO at Digilant, states, “By combining our products and technology resources with Anagram’s expertise, we will have the flexibility to grow our very hands-on services that set us apart from other programmatic providers. We believe that Digilant’s customized programmatic approach, aligned closely with what an advertiser needs to leverage their data and resources, helps our clients compete in a very crowded digital buying marketplace.”
Mobile is driving the growth of programmatic ad spending. According to eMarketer, 2017 will be the tipping point for programmatic mobile video ads, as mobile surpasses desktop for the first time. By 2017, programmatic mobile video ads will represent 51% of total programmatic ad spending in the US while programmatic desktop-based video ad spending drops to 49% of total programmatic digital display ad spending in the US.