In its third acquisition this year, Dentsu Aegis Network on Thursday announced it will buy programmatic firm Accordant Media.
The financial terms of the deal were not disclosed.
The acquisition signals Dentsu Aegis Network’s desire to bulk up on ad-tech and martech capabilities, particularly around data, analytics, and programmatic functions.
Accordant has a propriety technology called Accordant ATS, which includes a data-management platform, custom data models, bidding and analytics tools. The company employs 70 programmatic specialists and will become part of Amnet, Dentsu Aegis Network's programmatic buying offering.
After the acquisition is complete, Art Muldoon, CEO and co-founder of Accordant, and Matthew Greitzer, COO and co-founder of the company, will become co-CEOs of Amnet U.S. They will report to Lucas Cridland, president of Amplifi U.S., Dentsu Aegis Network's media investment platform.
“As marketers increasingly look to their agency partners for technology and data solutions, we think Accordant and [Dentsu's] Amnet together can set a new standard for programmatic excellence, and deep customer insights that produce meaningful, measurable results," Muldoon told Real-Time Daily via email.
JEGI, New York City-based investment bank, represented Accordant in the transaction.
Dentsu bought data and analytics firm Cardinal Path in March. In August, it acquired a majority stake in performance marketing agency Merkle.