Toronto-based self-serve media buying platform SiteScout has announced the acquisition, through a subsidiary corporation, of certain intellectual property assets developed by online ad exchange AdBrite. The terms of the deal are confidential. AdBrite – one of the first ad networks – was founded in 2002 and later repositioned as an ad exchange. The company ceased operations in February 2013. By purchasing these assets, SiteScout is acquiring cutting-edge video, data management and optimization technology, which it plans to integrate into its various products aimed at performance-driven digital marketers.
“SiteScout is committed to providing marketers of all sizes with access to best-in-class technology. We have a long track record of developing tools that our customers ask for, and this deal will enhance our ability to deliver new technologies and capabilities quickly,” said SiteScout CEO Paul Mokbel.
SiteScout allows advertisers to bid on, purchase and serve online ad inventory in real time. A pioneer in the real-time bidding (RTB) space, SiteScout provides unparalleled transparency, granularity and control to its thousands of customers. It is integrated with all major supply-side providers, and offers access to 15 billion web and mobile impressions every day.
SiteScout’s Director of Corporate Development, Terry Taouss, said that this acquisition reflects SiteScout’s continued maturation and growth as a company. “We are now at a stage where we can execute on opportunities that allow us to create real value for our customers. This transaction will allow us to enhance some of our current products, as well as introduce new products faster.”
SiteScout plans to announce new products and features that will be available through its demand-side platform (DSP) in the coming months.