Big data company Cxense says it plans to be the global leader in analytics and digital advertising after buying Emediate for US$ 10 million.
The purchased company is a Scandinavian market leader with a 52 per cent market share of ad serving solutions and a portfolio including display, mobile and video advertising, brand protection and targeting.
Cxense says the ambition is to provide the next generation ad server to a market that has seen huge growth and is set to grow even further. Globally, total online ad spend in 2013 is expected reach US$503 billion.
“Until now, only the likes of Google and Amazon have had the capability of using big data to provide customised online experiences,” says chief commercial officer Pål Petersen. “We can now provide that kind of insight and advantage to publishers worldwide.”
Petersen says Emediate expands their advertising offering and brings the new capabilities of big data technology to some of the leading publishers in the market. Cxense was a 2012 winner of the Red Herring global award, made to the 100 most innovative technology companies in the world.
Emediate’s global customer base of more than 180 publishers includes Schibsted, Eniro, MTG, Alma Media, TV2 Denmark and Nyheter 24 in Scandinavia, while Cxense has a global base which includes The Economist, Yomiuri Shimbun, Tamedia, Archant, and Grupo RBS.
“Combining forces with Cxense makes us able to provide a stronger, more advanced solution for publishers and I’m sure this will be very well received by our customers,” says Emediate managing director Otto Neubert, who has been appointed chief operating officer of Cxense.
Cxense is headquartered in Oslo, Norway, with offices in the USA, UK, Germany, Switzerland, Spain, Argentina, Brazil, Japan, Singapore and Australia.