A trend that has been more and more noticeable the past couple of years is where companies from Asia are investing and acquiring established and maturing ad tech companies to add to their own expertise. Supporting that trend, Turn announced today that it is to be acquired by Amobee for $310 million. Amobee is a digital marketing firm owned by Singtel, a telco from Singapore.
This deal is expected to complete within the next few months.
Turn’s CEO Bruce Falck explained in a company blog post that the combined Turn/Amobee company will have the resources and scale for further global expansion and to evolve their mobile, data management, and analytics products. Amobee will complement Turn by integrating its social media platforms into Turn’s omnichannel DSP.
Another trend that is becoming clearer now is that telcos are acquiring ad tech companies in various parts of the world to build on their own ad tech expertise. Singtel acquired Amobee in 2012 and Adconion and Kontera in 2014. Verizon bought AOL and is buying Yahoo. Other less prominent acquisition activities include Norwegian telco Telenor buying Tapad and Australian telco Telstra buying Ooyala.
After this Turn acquisition, only MediaMath, DataXu and AdForm are left as privately-owned independent DSPs.