What: Programmatic Ad-Network Undertone, is acquiring the Argentinian Sparkflow, an all-in-one platform for cross-screen rich media advertising.
Why it matters: The acquisition deepens rich cross-screen format capabilities for Undertone, enabling faster development and implementation of innovative, proprietary formats. Undertone will integrate Sparkflow’s data driven creative capabilities into Virtuoso, Undertone’s overall tech stack.
Undertone, a company that creates digital advertising solutions for brands, has announced the acquisition of argentinian start-up Sparkflow, an all-in-one platform for cross-screen rich media advertising. The deal was on the smaller side, clocking in at “less than $20 million,” Corey Ferengul, CEO of Undertone told Adexchanger.
The transaction accelerates Undertone’s core capability of bringing unique, high impact formats to market and simplifies the process of building cross-screen advertisements, opening up new creative possibilities for marketers and agencies.The acquisition signifies Cygnus Capital, venture capital firm focused on digital economy, first important achievement.
Undertone will integrate Sparkflow’s capabilities into its Virtuoso platform, creating an end-to-end technology stack focused on the creation, data-driven delivery, and analytics of high-impact advertising formats across screens, channels, and devices. Undertone will also use the platform to create new opportunities for publishers, giving them a way to quickly develop and access innovative high value advertising formats. These solutions will be available through both programmatic and traditional digital advertising distribution channels.
Oded Lida, CEO and Founder of Digital Ventures Europe, a company that advised Spark Flow on its expansion from a very early state. tells Portada that this is a very strategic move for Undertone and a big success for the founders of Spark Flow. “They have been able to get to the top league of digital marketing in a very short period of time. The technology they have is cutting edge and Undertone identified Spark Flow as an opportunity a long time ago.”
This is a very strategic move for Undertone.
Sparkflow was founded in 2013 by Sebastián Alberto Miret, Gabriel Sánchez Catena, and Rodrigo Oscar Vazquez, a team of digital marketing and advertising veterans with more than a decade’s experience in the rich media advertising ecosystem.The platform was built for the mobile advertising era using HTML5 and responsive design to deliver formats seamlessly across devices, with unique social, video, and interactive capabilities.
“The Sparkflow platform, with its focus on building high impact, cross-screen advertising formats that are designed to capture consumer attention, is a natural fit for Undertone,” said Undertone CEO Corey Ferengul. “Sparkflow was built as a mobile first platform, which we found very attractive. The platform will empower us to bring sophisticated, groundbreaking advertising formats to market even faster, while giving our clients a seamless way of quickly delivering creative that’s both beautiful and engaging.”
“Undertone has a long history of delivering innovative market-leading ad formats designed to grab attention for brands,” said Gabriel Sánchez Catena, CEO of Sparkflow. “This makes us extremely excited about the acquisition because the Sparkflow platform is the perfect complement to Undertone’s core mission. Sparkflow’s capabilities will support, enhance, and extend Undertone’s capacity to create engaging, feature-rich experiences for brands across top mobile and desktop properties.”
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