Adtech Sonobi has acquired publisher and advertising platform Amply Media

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  • Adtech Sonobi has acquired Amply Media, a publisher and marketing platform.
  • Sonobi plans to use Amply to send advertising messages to consumers in new ways.
  • This is the latest deal driven by marketers’ need to target consumers in a privacy-friendly way.

Adtech Sonobi has acquired Amply Media, a digital publisher and marketing platform.

Kansas City-based Amply Media publishes websites such as Pop Tonic and Topical Thunder covering topics such as entertainment, investing, and fashion, and uses the data collected from their newsletter subscribers as well as properties. other publishers to target ads. Founded in 2016, it was previously owned by V2 Ventures, a holding company with digital advertising companies such as Pushly and ReachMobi.

The acquisition is Sonobi’s first since raising funds from private equity firm Cohere Capital last October and the latest example of a deal driven by marketers’ need to target consumers as Google preparing to phase out the targeting advertising cookie and replace it with more privacy. friendly approaches.

Sonobi CEO Michael Connolly said he wanted to help Sonobi reduce its dependence on Google and other big tech platforms rather than buy another ad tech company.

“This acquisition gives us and our customers a better understanding of users and creates more independence in the supply chain,” said Connolly.

Sonobi, which works with advertisers and publishers, plans to use Amply to target people with paid push notifications and integrate Amply’s data and content recommendation capabilities to help both companies target ads. , Connolly said.

Businesses will also explore the use of programmatic media to send push notifications to users. For example, if someone purchases a product online, an ad buyer can bid on real-time “Click to Trade” notifications for that product, which will go directly to the buyer’s phone or laptop. .

Terms of the contract are not disclosed.

Amply Media, seventy people, reported $ 70 million in annual revenue in 2019 and its revenue has grown 82% in the past two years. The company also claimed 110 million subscribers in 2019, doubling in one year.

A person with direct knowledge confirmed that the valuation claimed by Amply Media was in the hundreds of millions of dollars.


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