Advertisement management provider DG will build Peer39 – the webpage data company it bought for US$15.5 million – into its MediaMind online division.
Peer39 staff are joining the division and chief executive Andy Ellenthal has been appointed sales and ad operations vice president of DG’s TV and online divisions. He reports directly to chief executive Neil Nguyen.
DG says the deal positions it at the forefront of the large and fast growing real time bidding market.
Details include a $10 million cash payment, the issue of about 357,000 shares and assumption of a $2.3 million earn out payment.
Nguyen says advertisers are looking to take advantage of real time bidding, “a fundamentally disruptive and transformative trend in online advertising”.
He says the Peer39 solution will complement MediaMind’s data-driven solutions. “Peer39’s data has been proven to drive significant performance for advertisers, while staying clear of online privacy concerns,” he says.
“Since the data is strictly about the content and structure of web pages, it’s a cookie-free solution that is integral to buying (and selling) advertising online.”
Ellenthal held key leadership roles at quadrantOne, PointRoll and DoubleClick: “He adds a wealth of experience to the DG team,” says Nguyen.
Separately, DG announced that its preliminary first quarter 2012 revenues will be approximately $92.7 million, benefitting from a slight outperformance by the TV business. The company will provide complete financial details for the quarter on May 9, 2012.