Smart Acquires the Cookie-Free CTV and Video Advertising Platform Dynadmic.
Smart AdServer, the leading independent digital monetization platform, announced the acquisition of DynAdmic, the contextual advertising marketplace, accelerating its growth in CTV and media solutions. DynAdmic’s technology and business will be integrated into Smart’s offering to offer advertisers unique media solutions and a new exclusive monetization channel for the publisher. The resulting group benefits from unique cookie-less context targeting functions in order to better align the performance goals of advertising campaigns with the data protection requirements of the users.
DynAdmic was founded in France in 2012 and has grown rapidly internationally with 7 locations (USA, France, Germany, Mexico, Brazil, Colombia and Dubai). The company now generates 60% of its sales in the USA. With 120 employees, DynAdmic achieved growth of 32% in 2020 and even grew by 90% in the first half of 2021. The proprietary technology for recognizing audio and video content offers advertisers a unique cookie-free context targeting solution. DynAdmic is responsible for premium advertising campaigns, of which 40% globally in the OTT and Connected TV area.
“We are impressed with the technology and know-how that DynAdmic has developed to deliver superior performance to brands and agencies with contextual targeting. The connection of DynAdmic complements the existing strengths in the areas of cookie-free solutions and CTV from Smart, which are also the current most important challenges in our industry, explains Arnaud Creput – Smart CEO. This acquisition also accelerates our strategic development in the USA. We continue to strive to create a scaled, independent alternative to the dominant platforms, with a strong commitment to transparency, efficiency and performance. ”
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Following the takeover of LiquidM in December 2019 and the introduction of its Smart Buyer Connect platform, the takeover of DynAdmic is a natural next step in order to be well positioned for the challenges of the market and to accelerate the company’s growth worldwide. The managed media solutions offered by DynAdmic can be seamlessly integrated into Smart’s existing offering and strategy of investing in technologies and media services that focus on the interests of media buyers and create a bridge to high-quality publishers plus inventories. Smart’s publisher side will also benefit from this new monetization channel within the platform thanks to increased demand.
“We are delighted to be part of a pioneer and market leader in our industry and consider Smart to be the ideal partner for our growth path. We share the same values of independence, excellence and innovation, explain Stéphane Bonjean – CEO of DynAdmic and Bruno Champion – CTO. Smart’s full-stack capabilities will enable us to quickly integrate technical solutions into the platform. Together with strong technology, considerable expertise and global presence, this will create significant added value for our customers and partners. ”