DoubleVerify is acquiring Scibids, a digital campaign
optimization firm.
The cash-and-stock transaction is valued at $125 million, with additional potential based on certain performance metrics. The transaction is anticipated to close
in Q3.
The purchase will combine DoubleVerify’s data with Scibids’ artificial intelligence (AI) technology, DoubleVerify says.
The resulting joint offering
will “let DV span the media transaction end-to-end, from activation to measurement, and provides advertisers real-time campaign optimization, without the use of third-party cookies,” says
Mark Zagorski, CEO, DoubleVerify.
Scibids’s AI solution automates and optimizes programmatic buying of digital ad campaigns.
It leverages DSP impression-level data feeds
including price, first party data and measurement data provided by the brands or their agencies, DoubleVerify says.
In addition, Scibids AI dynamically generates custom bidding algorithms for
clients, aligned with their KPIs and goals. Its clients include holding companies, agencies, and global brands such as Allianz, Dell and Spotify.
Zagorski adds that DoubleVerify welcomes
Scibids’ global team, "with expertise across data science, product, engineering, sales and customer service.”
In June, DoubleVerify announced a measurement and optimization tool
that it created with Scibids: DV Algorithmic Optimizer.