Tremor to Buy Mobile Ad Targeting Firm Amobee

Israel-based video, data, and connected TV (CTV) ad company Tremor International has agreed to acquire US-based mobile ad targeting specialist Amobee from Singapore Telecommunications Limited (SingTel), for a total consideration of $239m.

Amobee unifies TV and digital to provide advertisers with advanced data management and media planning capabilities, as well as real-time market research and proprietary audience data. Through the firm's platform, users can understand how people consume content, and how they move across screens, advertisers and broadcasters. Last month, the company relaunched its campaign intelligence engine DataMine, which unlocks campaign insights through analysis of media and audience data points across linear and digital platforms.

In 2012, Amobee was acquired by comms tech company SingTel, for about $321m. Tremor's deal will be funded by a combination of existing cash resources and a new $100m debt facility, and it is expected to close during Q3 2022. Through the transaction, Tremor will acquire Amobee's Omnichannel Demand Side Platform and Advanced TV Platform, but not its E-mail Marketing Platform.

Ofer Druker (pictured), Tremor's CEO, comments: 'The transaction would fulfil our strategy to add significant global scale and self-service growth to our demand side platform, increase our US and international customer reach and data footprint, and drive more advertiser spend to our sell-side platform, Unruly.'

Web site: www.tremorinternational.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.