WideOrbit Gets Serious About Programmatic, Buys Ad Tech Provider Admeta

WideOrbit, an ad management software firm, on Wednesday announced that it has acquired Admeta, a Sweden-based supply-side platform (SSP) technology provider. Terms of the deal were not disclosed.

Ademta will operate as a wholly owned subsidiary of WideOrbit, per a release, and expands WideOrbits “tech stack” by giving digital publishers a way to sell their inventory via private programmatic exchanges.

“WideOrbit is keenly focused on investing heavily in growing its digital capabilities to help its major media clients expand their businesses to include non-linear advertising,” WideOrbit wrote in a general FAQ for the press, explaining why it acquired Admeta. “In addition, WideOrbit is committed to delivering a programmatic solution for premium inventory across broadcast and digital.” The company says it will continue working with other SSP vendors. 

Per WideOrbit, all Admeta employees and clients will be retained, and no layoffs are anticipated. The company notes that it “plans to hire aggressively” to bolster the Admeta team.

Admeta was founded in 2002. In addition to its Gothenburg, Sweden headquarters, Admeta has sales teams in New York, U.S.; Ottowa, Canada; Helsinki, Finland; Tel Aviv, Israel; and Prague, Czech Republic. WideOrbit has several locations across the U.S. and an international office in Paris, France. WideOrbit now has over 450 global employees.

Admeta is the third company that WideOrbit has acquired in the past three months. The company purchased digital sales and operations platform Fivia in late April and digital audio ad management platform Abacast in early June.

“Our focus since inception has been primarily linear, which is where our average client earns 93-97% of their revenue,” stated Eric Mathewson, founder and CEO of WideOrbit. “With the acquisitions of Fivia, Abacast and now Admeta, we are focused on helping our clients manage the transition from traditional media models to the future where content is delivered any time on any device.”

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