Azerion bolsters in-app digital advertising capabilities with new acquisition

The Group will integrate the German and French subsidiaries of European AdTech company Madvertise on its platform

Amsterdam, 5 July 2022 – Azerion, the digital entertainment and media company, announces the acquisition of the German and French subsidiaries of European AdTech company Madvertise for a total consideration of €11.3 million (cash and share consideration). With the acquisition of Madvertise’s extensive advertising network and proprietary “BlueStack” ad-serving and mobile monetization technology, Azerion will significantly strengthen its in-app digital offering for publishers and advertisers, as well as its presence in the French and German markets. 

The cash payment (combination of upfront and deferred payments) amounts to at least €4.8 million, or 42% of the total consideration, while the share consideration represents up to circa €6.5 million, or 58% of the total consideration, with an initial transfer of 384,614 Azerion treasury shares to the selling shareholders at closing. The acquisition is expected to complete by the end of July 2022.

Atilla Aytekin, co-CEO Azerion, comments: “We are pleased to see Madvertise’s teams in Germany and France join our ranks. Their ad-serving technology fits nicely within our ambition to provide our publishers with the best ways to increase their revenues by optimising their digital inventory. This acquisition is evidence of our commitment to France and Germany, two of the most important markets when it comes to digital advertising. Shortly after the acquisition of Spanish digital marketing company Infinia, the acquisition of Madvertise’s subsidiaries furthers our plan to grow into one of Europe’s leaders in in-game mobile advertising”.

The SDK technology with integrated SSP (supply-side platform) developed by Madvertise enables publishers to monetise their own digital advertising space autonomously, directly, and programmatically in mobile apps and websites. Ad formats include native, video, rich media and display, among others.

Paul Amsellem, President of Madvertise said: “We are delighted to have completed this transaction with a major group such as Azerion. Over the past ten years, we have created a premium quality offering and built the largest portfolio of publishers in France and Germany. We are proud and happy to accompany Azerion to ensure an optimal transition for the teams of both groups”.