AT&T announced plans on Monday to acquire global internet technology company AppNexus. AppNexus is the world’s largest independent marketplace for digital advertising and powerful enterprise technology for buyers and sellers of digital ads.
Goldman Sachs & Co. LLC is serving as the financial advisor to AppNexus, while J.P. Morgan Securities LLC is filling that role for AppNexus’ stockholders. After the acquisition, AppNexus will be integrated into AT&T’s advertising & analytics platform, led by AT&T CEO Brian Lesser.
AT&T aims to accelerate growth for its advertising platform, and strengthen its position in advanced TV advertising. It should extend their advertising and analytics’ footprint globally, into the Asian-Pacific, Australia, Europe, and Latin America.
“Ad tech unites real-time analytics and technology with our premium TV and video content,” said Lesser. “So, we went out and found the strongest player in the space. AppNexus has scale of infrastructure, advanced technology and diverse talent. The combination of AT&T advertising & analytics and AppNexus will help deliver a world-class advertising platform that provides brands and publishers a new and innovative way to reach consumers in the marketplace today.”
“Innovation is core to the heritage of both AT&T and AppNexus, and we have an exciting opportunity to chart the future course of advertising together,” said Brian O’Kelley, CEO of AppNexus. “Combining AT&T’s incredible assets with our technology, we will help brands and marketers power new advertising experiences for consumers. It’s what the market is asking for, and together we’re poised to deliver it.”
The transaction is expected to complete during the third quarter of 2018, but it is subject to regulated closing conditions. Until then, each company will continue to operate independently.