Adaptive Media, a supply-side platform (SSP) for publishers and content developers, today announced it has completed its acquisition of Ember, a real-time bidding (RTB) platform provider. Adaptive first announced its plans to acquire Ember in late September.
Adaptive will use Ember's platform for programmatic media-buying and selling of online display, video and mobile inventory. As a result of the acquisition, Adaptive's customers and partners now include WPP's 24/7 Media, Hearst Media Group, Videology, SpotXchange, TubeMogul, AOL's Adap.tv and others.
Ember was founded in 2012 by Activision co-founder Howard Marks and financier Paul Kessler. Marks and Kessler have joined Adaptive's advisory board. Additionally, Ember's co-founder and CEO Nic Borensztein has been appointed vice president of engineering. A third co-founder, Damian Ancukiewicz, is now chief architect.
When Adaptive announced its intention to acquire Ember earlier this year, the company's founder and CEO Qayad Shareef stated: "Programmatic is the future of digital advertising, so acquiring Ember is a very strategic move for Adaptive Media." He said he expected the addition of Ember's technology would "generate millions of dollars" of future revenue for Adaptive.
Ember was initially focused in video, but Shareef noted that the company has begun moving into mobile. He added that the platform will support online display RTB trading in Q1 2014. Adding mobile and online display capabilities to the platform was likely done to keep up with two increasingly popular trends -- programmatic and multichannel campaigns.