Iponweb, an ad tech provider, on Friday announced it has signed an agreement to acquire Adternity GmbH, per a release. Adternity describes itself as a “customized workflow” tech company (i.e. user interfaces).
“As a long-term partner and with many shared clients that also utilize Iponweb’s customized back-end suit of technologies, this represents an obvious evolution for both of us,” stated Tobias Wolff, managing director of Adternity. Brian Wieser, senior analyst at Pivotal Research, said earlier this year that Iponweb’s tech powers about 20% of the ad tech market in Europe and Japan.
Iponweb is acquiring the entire Adternity staff. Per a release, Adternity will operate as Iponweb but will continue supporting existing clients. Iponweb notes that it will also use the acquisition to help expand operations and engineering in Germany, which is where Adternity was headquartered.
Terms of the deal were not disclosed.