Singtel subsidiary Amobee has completed its acquisition of TV and video advertising software company Videology.
When news first surfaced about Videology filing for chapter 11 bankruptcy protection in May, with Amobee earmarked to buy the business, MD of Videology Australia Chris Mooney said the filing would not impact the Australian business which had been operating successfully.
See: Videology bankruptcy won't impact Australia
Amobee, which helps brands and agencies make better marketing decisions by using its tech, says the acquisition of Videology now helps it build out its digital marketing business and expansion of its footprint across Asia Pacific.
The addition of Videology combines TV, social and digital in a single platform, which Amobee says further differentiates it from other demand-side platforms in the market.
“Amobee has officially completed the acquisition of Videology assets across all markets, including Australia, and we look forward to welcoming Chris Mooney and his team into the Amobee family,” an Amobee spokesperson told AdNews.
“The Videology business will operate as usual in Australia and will provide clients and advertisers a seamless transition of its premium video solutions, powered by sophisticated data-driven linear planning tools, premium inventory partnerships, and superior activation opportunities.”
CEO of Singtel’s Group Digital Life, Samba Natarajan, says it particularly boosts its competitiveness in the rapidly converging market of TV and digital video advertising.
In conjunction with the acquisition, Scott Ferber, founder, chairman and CEO of Videology, joins Amobee as chief innovation officer.
“Joining forces with Amobee represents the best path forward for Videology; most importantly, we will provide our clients and partners a seamless transition of our linear TV, connected TV and premium digital video solutions and are in a strategic position to drive future growth,” Ferber says.
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