Transit media company XTD acquires Adline Media

Digital transit media company Cross Track Digital (XTD) has furthered its plan to diversify its business with the acquisition of out-of-home media company Adline.

Adline’s network includes more than 100 centres, including 65 large scale indoor sporting locations, with high-definition digital displays, online and direct-to-customer communication platforms and Wi-Fi hotspots.

Cadwaller joined XTD earlier this year

XTD’s newly appointed chief executive officer Adam Cadwallader said the acquisition is the beginning of the company’s plans to expand its out-of-home network and diversify its revenue opportunities.

“This investment will allow us to build on what is already a very unique, diversified business centralised in out-of- home and media technology,” said Cadwallader.

XTD will acquire Adline through the acquisition, with managing director Michael Johnstone coming onboard as chief operating officer.

Johnstone said XTD are the perfect strategic partner to help drive the business forward in a largely uncontested and fertile space.

“We are excited to join XTD and continue building momentum in our sector,” Johnstone said.

“The intersection of indoor sport and community is very powerful. This audience is increasingly important and valuable for brands. We believe we can be the leader in this space not just from an advertising perspective but across online, data, social and content.”

Adline has exclusive rights to re-sell sporting software that enables centres to manage court bookings and competitions and allows players to access stats and other information alongside its out-of-home offering.

The software integrates across media providing true programmatic opportunities, Cadwallader said.

“Adline’s team is amazing, its strategy is sound and with the help of XTD, it can accelerate its plans and continue its success in the sector. This acquisition is all about building a future for XTD that is sustainable and profitable, using its management expertise to grow and prosper.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.