Ebiquity Buys Media Monitoring Firm Digital Decisions

UK-based media and marketing analytics firm Ebiquity has acquired digital media monitoring and optimisation service Digital Decisions, for an initial consideration of EUR 0.7m.

Digital Decisions, which is headquartered in Amsterdam, with an additional office in London, provides an automated data processing solution called 'Source Data Monitoring', through which it collects and reviews media investment data. Using this solution, global advertisers can monitor and optimise their digital marketing and media spend. For the 18-month period to 31 December 2018 (the firm's first financial period), Digital Decisions reported revenue of EUR 419k, profit before tax of EUR 118k, and as at 31 December 2018, had gross assets of EUR 151k.

The deal is structured on an earn-out basis, with an up-front cash purchase of 100% of Digital Decisions' shares, to be followed by two tranches of performance-based, deferred consideration. Ebiquity is acquiring the shares from Cosimo Capital (55%) and Stichting Administratiekantoor Pinnacle Invest (45%), both of which are owned and controlled by Ruben Schreurs (pictured), founder and CEO of Digital Decisions. As part of the deal, Digital Decisions will continue to operate as separate service proposition, while integrating within Ebiquity as appropriate to support development of media performance measurement services, as well as marketing and service delivery to clients.

Following completion, it is planned that Schreurs will re-locate to the US, which is considered to be a significant potential market for Digital Decisions. Alan Newman, Ebiquity's interim CEO comments: 'Digital Decisions aligns perfectly with Ebiquity's value proposition to clients and further strengthens our digital media advisory services. We are confident that Ebiquity's global network and client base will help Digital Decisions rapidly to scale internationally.'

Web sites: www.ebiquity.com and www.digitaldecisions.com .