RhythmOne’s Core Programmatic Platform is Fortified And Extended With Radiumone’s Assets
RhythmOne plc, a digital advertising technology company connecting audiences with brands through content across devices, announced that it has acquired certain assets of RadiumOne, Inc., a leading data driven marketing platform. The business undertaking was signed and closed on 26 June 2017.
1R or RhythmOne benefits from RadiumOne, gaining access to unique consumer insights, audience segmentation and targeting technology, and premium demand relationships. This combination creates value for demand and supply partners alike. After the integration 1R will be one of the handful global players with a complete and comprehensive technology stack within the digital advertising ecosystem.
A Potent Combination
The acquisition aims to fortify and extend RhythmOne’s unified programmatic platform, which will now incorporate a massive footprint of curated, high quality audiences from publishers across devices and formats on the supply side. This will be integrated with a sophisticated media buying capability that enables advertisers to maximize campaign effectiveness through proprietary intent-based targeting technology on the demand side.
Richard Nunn, CRO of RhythmOne, said, “One of the biggest challenges facing advertisers today is how to leverage the rich data they get from customers throughout the buying cycle. RadiumOne’s powerful data-driven marketing platform combined with RhythmOne’s massive, high-quality supply footprint will truly enable brands to develop and activate segmentation and targeting strategies based on unique consumer insights. We are also thrilled to welcome the RadiumOne team whose experience and relationships will be critical to achieving success.”
The combination, of RadiumOne’s unique data management technology and RhythmOne’s scale of quality supply, will enable demand-side platforms, brands and agencies to access performance and engagement based audience segments and private marketplaces within RhythmOne’s programmatic platform, to drive maximum Return On Advertising Spend (ROAS). Additionally, this represents an opportunity to improve yield for quality publisher partners within the company’s ecosystem through value-added audience targeting. The company expects the acquisition to provide meaningful opportunities to extend beyond brand goals to support advertisers running campaigns with specific engagement or performance goals.
Dave Zinman, COO of RadiumOne, noted, “This union will allow two advertising technology leaders to create something truly differentiated in the market. The future of advertising is not about measuring impressions, but about driving real engagement. Together, RadiumOne and RhythmOne will provide insights, prediction, campaign targeting, execution and measurement that is relevant to the consumer, delivers outstanding ROAS and, crucially, results in real business outcomes for advertisers.”
The undertaking brought a close-knit and tenured executive team with significant experience within the marketing technology sector, and deep relationships with agencies and brands both in the US and internationally. With the addition of RadiumOne’s staff of 200 professionals, RhythmOne’s team will grow to 525 employees globally.