—Ad management software maker WideOrbit announced that
it acquired Admeta, maker of digital programmatic sell-side platforms based in Sweden.
Founded in 2002, Admeta’s core functionality includes artificial intelligence-based learning, dynamic floor pricing, full premium
programmatic support for private marketplaces and Deal ID. WideOrbit
intends to leverage Admeta’s advanced optimization technology across
programmatic solutions for both broadcast and digital.
enormous challenges facing linear broadcasters in the digital revolution
will be the focus of our technology roadmap, ” said Ola
Tiverman, chief technology officer at Admeta.
in Gothenburg, Sweden, with sales representation in New York, Ottawa, Helsinki,
Tel Aviv and Prague, Admeta currently works with more than 30
publishers in over 20 European countries, including Alma Media, Prisa Digital, Grupa Onet, Agora and
MKT Media. Admeta manages over 20 billion impressions per month and is the
fourth largest sell-side platform by market share, according to LeadLedger
, WideOrbit said.
Admeta is the third company that
acquired recently as part of a strategic initiative to expand its
digital offering. On April 30, 2014, WideOrbit acquired Fivia,
a company based in Paris, France, that provides a digital sales and operations
platform for premium media. On June 9, WideOrbit
a leading provider of streaming, live and on demand ad insertion and
monetization solutions for digital audio headquartered in Vancouver, Wash.
WideOrbit software currently manages
more than $30 billion dollars in annual ad spending. Headquartered in San Francisco, California with
offices across the U.S. and Europe, WideOrbit has been profitable for more than
15 straight quarters and has more than 450 employees globally.
Admeta will operate as a fully owned
subsidiary of WideOrbit. Financial terms of the acquisition have not been