Azerion acquires Hybrid Theory, opening new footprint in the US and broader APAC market
18 November 2022 - 8:45AM
Azerion acquires Hybrid Theory, opening new footprint in the US and
broader APAC market
Amsterdam, 18 November 2022 – Today, Azerion has
announced the acquisition of Hybrid Theory, a data led programmatic
agency and trading desk specialising in mid and lower funnel
campaigns. Their technology delivers a hybrid approach that
connects data intelligence with human nuance, understanding, and
creativity, to power smarter advertising across the full customer
journey. Headquartered in London and with offices in six other
markets, this acquisition also opens a new footprint for Azerion in
the US, and the broader APAC market.
Umut Akpinaar, co-CEO of Azerion, comments: “I am pleased
to announce the acquisition of Hybrid Theory by Azerion. This
acquisition will provide Azerion with enhanced skills and
capabilities to manage advertiser campaign performance. We are
confident that Hybrid Theory’s market-leading data capabilities
will provide Azerion with the best-in-class technology to power
better and smarter data-driven advertising potential to our
advertisers and publishers. As such, this acquisition is a perfect
fit to our growing portfolio and we are excited to harness the
power of data and create tailored ads to give our audiences the
best experience on our platform.
Patrick Johnson, CEO of Hybrid Theory, added: “Joining
the Azerion Group allows us to continue to deliver on our ambitions
through far greater global scale and linkages between our
technology and the Azerion platform. Hybrid Theory’s unique
capabilities in data now have the addition of proprietary first
party data at scale, which coupled with Azerion’s branding
capabilities provide an unparalleled linkage with our performance
heritage. At the same time, Azerion’s culture is also a
fantastic match of client-focused entrepreneurial thinking to
deliver industry-leading results. We are thrilled to be
joining the Azerion team.”
Azerion will integrate Hybrid Theory’s custom-built technology
offering of flexible solutions, hands-on support and independent
managed execution. Hybrid Theory’s immense strength in data will
allow Azerion to build and target unbelievably detailed audience
segments, proving more effective for brands at acquiring new
customers compared to third party programmatic data sources.
Through this acquisition, Azerion will strengthen its position in
the UK, US, and broader APAC market to deliver and work with
our advertisers and publishers in flexible, collaborative, hybrid
ways, bridging the gap between in-housing and outsourcing for
brands and agencies.
The aggregated consideration consists of an all-share
transaction. In total, 1,381,625 treasury shares were transferred
to the selling shareholder. The transaction is effective as of 10
November 2022. Hybrid Theory generated approximately £15.6 million
gross revenue in 2021.
This latest news follows the announcements of various previous
acquisitions, as Azerion continues to execute on its growth
strategy.
- ENDS -
About AzerionAzerion is a high-growth digital
entertainment and media platform. As a content-driven, technology
and data company, Azerion serves consumers, digital publishers,
advertisers, and game creators globally. Azerion’s integrated
platform provides technology solutions to automate the purchase and
sale of digital advertising for media buyers and sellers, supported
by in-market sales and campaign management teams. Through our
technology, content creators, digital publishers and advertisers
work with Azerion to reach the millions of people across the globe
that play Azerion’s games and view its distributed entertainment
content to increase engagement, loyalty, and drive e-commerce.
Founded in 2014 by two Dutch entrepreneurs, Azerion has
experienced rapid expansion driven by organic growth and strategic
acquisitions. Azerion is headquartered in Amsterdam, the
Netherlands and is a publicly traded company listed on Euronext
Amsterdam. For more information visit: www.azerion.com.
About Hybrid TheoryHybrid Theory is a data-driven digital
services partner to brands and agencies, known for its unique
capabilities in building real-time, in-market audiences, coupled
with flexible advice, hands-on support, and independently managed
digital media execution. Our technology delivers a hybrid approach
that connects data intelligence with human nuance, understanding,
and creativity, to power smarter advertising across the full
customer journey.
Founded in 2011 and headquartered in London, Hybrid Theory has
hubs in New York and Singapore, with satellite offices in six other
markets. Hybrid Theory holds several international industry awards
for its work and unique user-centric, holistic approach to audience
discovery, including Programmatic Power Players 2021, Best Use of
Audience Insights in Digiday Media Awards Europe 2021, and MarTech
Outlook Top 10 Ad Management Solutions Provider in APAC 2022.
www.hybridtheory.com
Contact Investor Relations ir@azerion.com
Media press@azerion.com
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