WideOrbit, a leading provider of advertising management solutions, has acquired Admeta, a Sweden-based tech company specializing in programmatic ad-selling.
With a strong focus in Europe, and clients in over 20 countries, Admeta develops technology to optimize revenue for online publishers. Part of its value proposition involves shifting control of programmatic ad sales from the buy side to the sell side. “Let’s be frank,” CEO Alexander Edstrom has said. “The programmatic arena as it looks today is built by and for the buyer side.”
Admeta’s solution is a unique direct/programmatic platform called the Private Ad Exchange. It optimizes on the programmatic side and enables direct relationship management with buyers. Admeta calls this “semi-direct sales.”
Admeta’s solutions will gain exposure to WideOrbits extensive U.S. client base. WideOrbit software manages more than $30-billion in ad revenue annually, with major-media clients including Entercom, Heart Television, NBC Universal, Tribune, Univision, and Viacom.
WideOrbit recently made news with another acquisition, of Abacast, a tech company that provides ad-insertion tools to webcasters.
WideOrbit was founded in 1999. Admeta started in 2002, and received a $5-million round of funding in 2008, according to Crunchbase.
“This is a perfect match!” said Ola Tiverman, Chief Technology Officer at Admeta.