The digital entertainment and media company, Azerion, has been on an acquisition spree, acquiring businesses and resources to enhance its advertising and revenue generation capabilities. They recently invested approximately €12 million (about $11.7 million) in a series of purchases.
A notable acquisition was Vlyby, a German firm making strides with its automated video advertising technology and solutions that assist publishers in managing their own ad revenue. Azerion also made strategic asset acquisitions to solidify their presence in the Italian and French markets, particularly in delivering monetization options for online publishers. These actions are not unexpected – they align with a broader strategy that saw Azerion make similar moves in 2021, resulting in roughly €14 million in earnings.
What’s intriguing is how Azerion is financing these endeavors. They’re not simply spending cash (although approximately half the transaction was settled this way). They’re also utilizing their own equity as currency, distributing over 785,000 shares to incentivize the sellers. This suggests they are optimistic about their own growth path.
Atilla Aytekin, co-CEO of Azerion, appears quite enthusiastic about these developments. He has stated that these acquisitions are just the beginning and that Azerion is actively seeking more companies to integrate. Their objective is ambitious: to become the leading platform for in-game advertising, similar to how Walmart and Amazon dominate the retail media landscape.
This agreement enables brands and marketing firms to leverage MediaMath’s technology to reach the consumer base that Azerion has cultivated. This is significant as it provides them entry to a considerably wider group of prospective buyers.
For those unfamiliar, Azerion is a gaming enterprise established in 2014. Headquartered in Amsterdam, they are publicly traded on the Euronext stock market.
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