Accenture Interactive is acquiring Adaptly to bolster the agency's programmatic services offerings. Financial terms were not disclosed.
Founded in 2010, the 150-person Adaptly partners with digital platforms, including Amazon, Facebook, Google, Instagram and Snapchat, to run campaigns for clients such as Chico’s, Mazda, Prudential, and Sprint.
“Consistent with our mission to create, build and run the best customer experiences on the planet, Adaptly will complement our full suite of experience services and enhance our ability to deliver better, faster and more effective advertising campaigns," stated Scott Tieman, global head of programmatic services, Accenture Interactive.
Under the deal, the Adaptly leadership team, including CEO/co-founder Nikhil Sethi, will report to Accenture Interactive Operation's president Nikki Mendonça. The agency will now become part of AIO but will retain its brand identity for now. "As part of Accenture's brand strategy, we will have ongoing discussions about how we manage the integration of the Adaptly brand into Accenture Interactive," explains an agency representative.
The shop is based in New York with offices in Chicago, Los Angeles and London.