Independent Australian digital saleshouse Ad2One has been bought by US adtech firm Gravity4 for an undisclosed amount.
The strategic acquisition comes just six months after Gravity4, a marketing cloud company based out of San Francisco, launched in this market, and sees it bring its programmatic technology to Ad2One, which boasts clients such as Lenovo, House of Fraser, Ticketmaster, BBC and Sony PlayStation.
According to the company, the Ad2One brand will remain in this market for the “foreseeable future” and there no planned redundancies resulting from the acquisition.
“This marks Gravity4’s 15th acquisition as we closed out 2015,” said Gurbaksh Chahal, chairman and CEO of Gravity, via statement.
“I’m looking forward to continuing our global expansion in new markets and look forward to merging our premium marketplaces and programmatic offerings for our increased global advertiser demand.”
“I’m very pleased to welcome all Ad2One Australia and New Zealand employees to the Gravity4 family,” he continued.
Ad2One claims to be Australia’s largest independent premium digital advertising sales house, and today touted the technological benefits of the move.
“Gravity4’s Marketing Cloud is a great fit for both the Australian and New Zealand divisions. Its ability to attract, engage and connect with audiences at every stage of the purchase funnel, united with Ad2One’s exclusive portfolio of premium, market-leading brands makes this a powerful combination,” said Grant Allaway, CEO and owner of Ad2One.
“We’re eager to form a strategic relationship at the global level between other markets Ad2One operates in with Gravity4,” he said.
“This bolsters our presence across the Asia-Pacific region and enables a wider reach across premium and programmatic offerings in this part of the world, and Ad2One’s advertisers, partners and employees will see immediate benefits of being part of Gravity4,” said Joshua Rex, Gravity4’s managing director for Australia & New Zealand.