AppNexus acquires cross-device technology leader MediaGLU
New York – AppNexus, the world’s largest independent ad tech company, today announced its acquisition of MediaGlu, a leading cross-device technology business. With the integration of MediaGlu’s cross-screen mapping into AppNexus’s world-class platform, advertisers will be able to forge deeper connections with audiences across desktop and mobile devices. At the same time, publishers will be able to optimize the monetization of their content regardless of the device on which users choose to consume it.
“AppNexus is dedicated to creating a better Internet, and engaging with consumers across devices provides a more relevant and consistent experience for advertisers, publishers and end-users alike,” said Jonathan Hsu, CFO and COO, AppNexus. “MediaGlu’s technology will be a key component of our platform moving forward, and its elite team of experts will greatly advance our progress in the mobile space. This acquisition caps a year of robust growth at AppNexus, a pattern that we fully expect to see continue in 2015.”
Aligning closely with AppNexus’s commitment to consumer privacy, MediaGlu’s probabilistic technology enables cross-device insights and attribution without being tied to personally identified users. By integrating MediaGlu’s cross-device mapping capabilities into AppNexus’s platform, advertisers will be able to differentiate how and on which devices their audience members are viewing ads and better tailor their advertising strategies across platforms.
Founded in 2010, MediaGlu has maintained a sharp focus on product development in the fast-moving cross-device space. As part of MediaGlu’s ongoing evolution from media partner to technology service provider, AppNexus will complete a preexisting wind-down of MediaGlu’s media business and concentrate exclusively on developing and innovating its cross-device technology. MediaGlu’s six-person team will remain in Baltimore, where the company is currently headquartered.
“We’re thrilled to join AppNexus, which is hands-down the most innovative and nimble ad tech firm in the market,” said MediaGlu Chairman and CEO Marcus Startzel. “By tapping into AppNexus’s scale, we will be able to help advertisers and publishers better understand their audiences and how they interact with ads on different devices – whether on desktops, tablets, or smartphones. We are also excited to bring AppNexus to Baltimore and tap into the incredible tech talent here as we scale the team.”
AppNexus announced its expansion into mobile in April 2013, and last month at its annual New York Summit, reported that mobile now accounts for more than 15% of all ad spend on its platform.
AppNexus’s acquisition of MediaGlu follows two other significant cross-border acquisitions this year. In June, AppNexus acquired leading advertising viewability company Alenty, and in October, the company closed its acquisition of Open AdStream® (OAS), a premium ad-serving technology formerly known as Xaxis For Publishers, as part of a strategic transaction with WPP and Xaxis.
“AppNexus’ success as one of the world’s foremost technology companies has not come just by having unrivaled products – it’s the result of our employees’ unremitting desire to push boundaries and make greatness happen,” said Michael Rubenstein, President, AppNexus. “Having that rare culture at our size is a testament to the deep bench of talent we’ve developed, so we’re always thrilled when a new class of leaders has the opportunity to step up and continue to move this company forward.”
AppNexus is a technology company that provides trading solutions and powers marketplaces for Internet advertising. Its open, unified, and powerful programmatic platform empowers customers to more effectively buy and sell media, allowing them to innovate, differentiate, and transform their businesses. As the world's largest independent ad tech company, AppNexus is led by the pioneers of the web's original ad exchanges. Headquartered in New York City with 21 global offices, AppNexus employs more than 750 of the brightest minds in advertising and technology who believe that advertising powers the Internet. For more information, follow us at @AppNexus or visit us at www.AppNexus.com.