More Broadcast Vendor M&A: DG Acquires Peer39 for $15.5 Million in Cash and Stock

Posted by Joe Zaller
Apr 25 2012

Video delivery and advertising management specialist DG (Fastchannel) announced that it has signed a definitive agreement to acquire privately held Peer39 for approximately $15.5m in cash and stock.

Peer39 provides technology that improves the relevance of online display advertising based on the content and structure of web pages. The company says it collects and analyzes attributes that are critical to Real Time Bidding (RTB) for online display advertising. DG says it will integrate Peer39 into its online division, MediaMind.

Under the terms of the deal, DG will pay $10m in cash, issue approximately 357,000 shares and assume $2.3m earn out payment.

Peer39’s employees will join MediaMind, DG’s online division, and Peer39’s CEO Andy Ellenthal will become DG’s Executive Vice President of Sales and Ad Operations for both the TV and Online divisions, reporting directly to Neil Nguyen, CEO of DG.

“Advertisers are looking to take advantage of RTB, a fundamentally disruptive and transformative trend in online advertising,” said Nguyen. “The Peer39 solution complements existing data-driven solutions offered by MediaMind, strengthening our offering to the RTB trading market.”


Related Content:

Press Release: DG Acquires Peer39 to Expand Online Data Offering; Names CEO Ellenthal as EVP of DG’s Global Sales and Operations  


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