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Amobee acquires Turn as part of digital martech expansion

Amobee acquires Turn as part of digital martech expansion

Amobee, the Singtel-owned marketing technology firm, has signed an agreement to acquire global tech platform Turn in a $310m deal.

kim perrell

The global digital marketing technology company that serves brands such as Airbnb, Dell EMC and Lexus aims to expand its existing programmatic and data management capabilities.

Turn offers data and analytics solutions through its data management platform (DMP), as well as operating a demand-side platform (DSP) to provide programmatic buying capabilities across video, mobile and display.

The aim is to offer marketers an independent end-to-end advertising and data management platform across all channels, formats and devices.

“With marketers increasingly shifting from traditional to digital media to engage consumers, global digital ad spend is expected to exceed $200bn in 2017,” said Singtel chief executive officer of global digital life Samba Natarajan.

Natarajan added that the acquisition of Turn strengthens Amobee’s technological edge and accelerates its growth as a global digital marketing player, whilst also priming the company for expansion beyond the US and into the Asia Pacific, where the Singtel Group reaches some 640 million customers across 22 countries.

“This acquisition makes Amobee one of the largest independent buy-side marketing technology providers globally, boosts our data analytics capabilities and understanding of consumers, and provides a strong foundation for our future growth,” added Amobee chief executive officer Kim Perell.

“Effectively powering advertisers’ digital marketing is about enabling them to better understand and reach their customers, and enhance the way they engage them, on a global scale. To differentiate and capitalise on the growing market opportunity, we will offer world-class technology paired with advanced data and insights.”

“We are excited to be joining forces with Amobee,” added Turn chief executive Bruce Falck. “Together, we will operate a globally-scaled technology platform focused on serving the needs and interests of marketers.

“Our goal is to build the largest, independent buy-side platform, one that bridges the walled gardens of Google and Facebook and offers marketers their own unique view of customers across all channels and touchpoints.

“Now backed by Singtel, Turn will be able to innovate faster to help you understand what’s working across your marketing and seamlessly do more of it,” he said.