Mobile ad-tech provider Fyber on Thursday announced that its German-based parent company, RNTS Media, has signed a binding agreement to acquire Inneractive, a mobile RTB-based ad exchange for display, native and video ads for a proposed $46 million.
This offering will include Inneractive’s mobile ad exchange, which has a reach of 630 million monthly active users (MAUs), plus Fyber's 500 + million. Fyber believes this kind of scale will greatly increase the addressable audience for the companies’ demand partners.
This is the second acquisition for RNTS Media after the $45 million purchase of mobile ad company Heyzap in January. The deal, which signals more consolidation in the ad tech space, has far-reaching implications for RNTS. “There are very few enterprises globally that can boast an audience close to one billion users, while at the same time owning a large proportion of the audience in order to get there, like a Facebook or Google,” Andreas Bodczek, CEO of RNTS Media told Real-Time Daily via email.
Bodczek said RNTS Media takes an open, agnostic approach to ad monetization. The deal, he said, will provide global scale and help app developers and publishers monetize the app economy.
Fyber joining forces with Inneractive will create one of the most “liquid marketplaces for buying and selling mobile advertising globally and enables us to offer one of the largest, independent mobile supply-side platforms globally with advanced product offerings across mediation, exchange and ad serving, covering all ad formats,” according to Bodczek.
Among the deal's benefits:
The agreement between RNTS Media and Inneractive, is for an initial cash consideration of $46 million. The agreement also provides for potential earn-out and retention payments of up to $26 million upon achievement of specific growth targets over the next three years. Those would bring bringing the potential maximum consideration to $72 million.Inneractive’s platform currently serves over 630 million MAUs spanning 180 countries. The Inneractive programmatic platform for display, native and video ads is comprised of a mobile Supply Side Platform (SSP), a Private Marketplace and an Open Ad Exchange. Inneractive grew gross revenue by more than 100% to $43.2 million and was profitable in 2015. It aims to double its revenues over the next two years.