Pureprofile Buy Boosts International Presence

Australian-owned data analysis and programmatic media company Pureprofile is to acquire digital marketing group Cohort Holdings Australia Pty Ltd, whose lead generation solutions are offered in Australia, the UK and the US.

The buy - for up to $18m in cash and shares, part dependent on performance - will take Pureprofile's annual revenues above $AUD 56m and earnings to over $6.3m. The company will have more than 650 clients and publisher relationships, and over 230 staff across Australia, NZ, the US, the UK and continental Europe. Cohort co-founders Marcelo Ulvert (CEO) and Malcolm Treanor (COO) will join Pureprofile's senior leadership team and continue to drive Cohort's expansion.

Pureprofile founder and CEO Paul Chan describes the move as 'a game-changing addition to Pureprofile', explaining: 'Cohort is highly complementary, it strengthens our market presence in Australia and internationally, and ensures we can deliver one of the strongest offerings encompassing data insights, programmatic media, lead generation and digital marketing to our clients and publishers'.

Cohort's co-founder and CEO Marcelo Ulvert (pictured) says there are 'great synergies' between the twoplatforms and a 'completely alignment' of company visions. He adds: 'By becoming part of Pureprofile we will have the additional technology and financial capacity to really accelerate our growth. We are looking forward to working with Paul and his team and taking this next step in Cohort's evolution'.

Pureprofile raised $AUD 12.1m in a funding round just over a year ago, and spent some of it in March when it acquired the Oceana assets of audience analyst Effective Measure.

Web sites: www.pureprofile.com and www.cohortglobal.com .