US-based ad tech company Gravity4 has acquired ad2one Australia and ad2one New Zealand, the largest independent premium digital marketplaces in each respective country.
The acquisition closed on 31 December 2015, financial terms not disclosed.
ad2one offers solutions across an selection of market leading brands and publishers such as Ticketmaster, BBC, Reuters, LinkedIn, Skyscanner, Allrecipes, and Sony PlayStation. ad2one’s mission is to generate maximum revenue for brands from all of its digital assets.
This marks Gravity4’s 15th acquisition in the past year. The firm acquired a 93.7% ownership stake in Pixels in November 2015.
“In the Asia-Pacific region, digital advertising spend will increase by 30% and is predicted to reach US$47 billion, fueled by growth in mobile, online video, and programmatic advertising. Australia and New Zealand represent strategically important markets for Gravity4’s continued expansion in APAC, with growth in digital expected to account for a total share of ad spend of around 40%,” said Kevin Huang, Gravity4’s managing director for APAC.
“The combined premium marketplaces provided by ad2one and recently acquired Pixels are strong complements to our programmatic offerings for advertisers, agencies, and publishers.”
ad2one CEO Grant Allaway commented: “Gravity4’s Marketing Cloud is a great fit for both the Australian and New Zealand divisions. It’s ability to attract, engage, and connect with audiences at every stage of the purchase funnel, united with ad2one’s exclusive portfolio of premium, market-leading brands makes this a powerful combination.”
ad2one’s marketplaces have so far enabled advertisers to reach and engage consumers whether at home or on the move, reaching in excess of 70% of Australia’s and New Zealand’s active online population.
“This bolsters our presence across the Asia-Pacific region and enables a wider reach across premium and programmatic offerings in this part of the world. ad2one’s advertisers, partners, and employees will see immediate benefits of being part of Gravity4,” added Joshua Rex, Gravity4’s managing director for Australia and New Zealand.