IgnitionOne Acquires AdJug, Europe’s Leading Advertising Exchange
August 16, 2011 -- IgnitionOne, an international digital marketing technology and solutions company, has acquired AdJug, Europe’s leading display advertising exchange for unsold premium inventory. The two companies will integrate their technologies to provide marketers with a sophisticated solution that simplifies the buying, targeting and measurement of online advertising.
Display advertising is growing rapidly, fuelled in part by the transparent buying environment offered by advertising exchanges such as AdJug. According to the latest Internet Advertising Bureau UK’s PwC Ad spend report, in 2010 online advertising reached a record £4 billon, or 25% of total ad expenditure in the UK. Display advertising accounted for the biggest gain, growing by more than a quarter (27.5%) to a new high of £945.1 million, and representing 23% of total online spend. The IAB UK also reports that more than half of media agencies in the UK (54.2%) expect to increase the amount of display advertising bought through ad exchanges.
IgnitionOne’s Digital Marketing Suite (DMS) is a centralized set of tools and services that boost performance and measure online advertising across search engines, websites and Facebook. The DMS will incorporate AdJug’s Dynamic Creative Technology, which customizes advertising creative in real-time, based on people’s interests and Web behavior.
Furthermore, the AdJug Exchange will give IgnitionOne customers complete control over their display ad placements and traffic volume. The Exchange currently serves three billion plus ad impressions per month to more than 67 million unique users, across more than 2,000 publishers and 4,000 sites worldwide.
This deal will enable IgnitionOne, which currently generates more than $20 billion in online sales for marketer and agency clients such as General Motors, Chico’s, Ann Taylor and Fiat, to increase its global reach and offer an unrivalled suite of online marketing solutions.
“The online ad market is overcrowded with complicated and overlapping technologies. With this deal, IgnitionOne is simplifying digital marketing for agencies and brands,” said Will Margiloff, CEO of IgnitionOne. “We are growing rapidly to meet advertisers’ demands and, with AdJug on board, we can further realize our ambition for the Digital Marketing Suite to be the leading advertising technology platform.”
“Our Dynamic Creative Technology (DCT), combined with IgnitionOne’s audience scoring technology, will give AdJug’s customers better response, greater reach and efficiencies through the industry’s most advanced online advertising platform,” said Michael Stephanblome, co-founder and CEO of AdJug.
For IgnitionOne, which formed through the integration of SearchIgnite and Netmining’s on-site solutions earlier this year, the acquisition increases its global footprint to nine offices in Asia, Europe, the Indian sub continent and the USA, employing more than 200 people. AdJug’s Exchange will give IgnitionOne customers greater access to advertising inventory in new markets, and enable agencies and brands to create international campaigns from one dashboard.
AdJug Co-Founders Michael Stephanblome and Satish Jayakumar will join IgnitionOne’s executive team, strengthening the company’s leadership in Europe. Stephanblome was previously managing director for Gumtree.com and ran marketing for eBay in Germany, Austria and Switzerland. Before AdJug, Jayakumar was the Director of European Strategy for MIVA.
Tomorrow Focus, a leading internet group in Europe, will retain a 20% share in AdJug and advise the company as it expands across Europe.
Press ContactAmanda Bird
Director of Marketing