Global professional services company Accenture announced that it has reached an agreement to acquire digital advertising company Adaptly.
Launched in 2010 with self-serve tools for running ads across different social networks, Adaptly now has close to 150 employees and works with advertisers like Chico’s, Mazda, Prudential and Sprint.
In a blog post about the acquisition, Co-Founder and CEO Nikhil Sethi wrote that the company’s mission has not changed, but it has expanded to support Google and Amazon’s ad platforms, while also introducing “several creative technology solutions that make our media buying work harder.”
“As a part of their organization, we will leverage their global footprint and resources to help drive our client’s business forward, farther and faster. We’ll more deeply pair our expertise in managing data-driven campaigns across digital ad channels and platforms with expanded capabilities including design, innovation, and creative services from Accenture Interactive organizations like Fjord and Karmarama as well as go beyond social to include programmatic, search, and E-commerce capabilities through partners like Amazon and Google. Going forward, our focus remains the same. We remain fully committed—and now even more empowered—to solving the most complex media activation challenges and driving business outcomes for our clients and partners. Our belief that digital platforms are best for both consumers and brands has never been stronger. In joining Accenture Interactive, we can expand upon our vision, knowing we can bring even more innovation and technology to the table,” Sethi added.
Scott Tieman, Global Lead, Accenture Interactive Programmatic Services, told CRN, “From our perspective, we are knowledgeable about a lot of the players that are in the space we felt strongly that we wanted to accelerate with the right partner. We performed a very comprehensive market analysis to really understand which companies might be the right partner for us and Adaptly was at the top of that list.”
“We see a big general industry shift in the marketplace where brands are looking to get closer to platforms and understand how they can drive more effectiveness and efficiency from those,” Sethi added. “For us it was a simple analysis of, how can we do what we’re already doing faster and better, and Accenture helps. There’s a really strong synergy between what we can bring to the table and what Accenture brings to the table and the combination of that is really powerful for the end-customer and that’s what we’re excited to do.”
The financial terms of the acquisition have not yet been disclosed.
