Specific Media, the largest independent online advertising
network, today announced a definitive agreement to acquire all the
assets of Adviva, a leading display advertising network in the United
Kingdom. The combination of Specific Media and Adviva in the UK gives
brand advertisers an opportunity to combine massive reach with every
method of targeting to produce the results they are looking to
achieve. The Adviva acquisition marks Specific Media´s entry into the
European market, giving the company a strong start on global
expansion. The deal closed this week for an undisclosed amount.
With $5 billion in online advertising revenues in 2007 according
to eMarketer, the UK is the largest European advertising market.
Adviva´s broad network of brand-friendly content driven websites
reaches more than 21.3 million unique UK internet users.
Post-acquisition the combined companies will become the fourth largest
ad network in the UK reaching 25.9 million unique UK users.
"Specific Media has anonymous data on 365 million consumers
globally and the acquisition of Adviva gives us the opportunity to
utilize the European portion of that data," said Tim Vanderhook,
co-founder and CEO of Specific Media. "Specific Media chose to partner
with Adviva because it had a compelling value proposition of brand
advertisers, quality publishers and a tremendous team that are
enthusiastic about the opportunities in front of us."
Specific Media is the only advertising network offering brand
advertisers a complete targeting solution that combines demographic,
behavioral, contextual, and geographic methods. The company currently
works with more than 300 of Fortune 500 brands including seven of the
top 10. Following the acquisition, Adviva´s London office will become
Specific Media´s European headquarters. The acquisition of Adviva
brings the total employee count for Specific Media to close to 200.
"Specific Media and Adviva have a great deal in common already and
the new synergies will further benefit our advertisers and
publishers," said Todd Treusdell, co-founder and CEO of Adviva, who
will stay onboard as Specific Media´s Managing Director, European
Operations.
"Now reaching nearly 80 percent of consumers in the US and the UK,
Specific Media gives publishers and advertisers an attractive
alternative to the large, publicly-held players in the industry."
About Specific Media
Specific Media, the advertising industry´s fastest-growing
interactive media company, enables advertisers to target consumers
based on demographics, behaviors, geographic locations and/or the
contextual relevance of websites visited. Specific Media works with
many of the Fortune 500 brands including seven of the top 10
companies. Specific Media´s network reaches more than 140 million U.S.
monthly unique users and includes more than 450 premier brands such
as: ABC, NBC, CBS, FOX, ESPN, Major League Baseball, Sportsline.com,
USA Today and VIACOM. For additional information, visit
www.specificmedia.com.
