What: Acquisition crazy Gravity4 is acquiring eXovue, a Supply Side Service Provider (SSP) for native digital advertising, which allows publishers competitive access to all native demand channels.
Why it matters: SSP’s for digital display advertising are relatively frequent, however there is not a great amount of SSPs, like eXovue, that automate the offering and sale of native advertising (e.g. content marketing). Gravity4 attempts to become the world’s first high frequency marketing cloud.
Gravity4, the acquisition hungry ad-tech company launched last year that has a substantial presence in the U.S. Hispanic and Latin American markets, announced the acquisition of eXovue, a native SSP for Content Marketing, Terms of the acquisition were not disclosed. According to Gravity4, the acquisition of eXovue significantly expands the market opportunity for Gravity4 by empowering publishers and digital media companies with the means to successfully and efficiently navigate today’s native advertising and content recommendation strategies.
“Gravity4 has spent the past year building a world-class marketing cloud for advertisers. Now, our revolutionary platform offers a powerful solution for publishers; the first true supply-side platform for native advertising,” said Gurbaksh Chahal, Chairman and CEO of Gravity4. “The eXovue platform, seamlessly integrated with our marketing cloud, will enable publishers to dramatically increase revenue by creating competition between Native Demand partners.”
Gravity4 is present in the U.S. Hispanic market. Jorge Rodriguez, now VP Latin America at Gravity4 based in San Francisco, founded social marketing firm Bolzter and sold it to Gravity4 a few months ago. In Latin America, Gravity4 is present in Columbia and Brazil, where its office is led by Patricia Almeida, Country Manager Brasil.
A sector that once consisted of just Taboola and Outbrain has grown substantially to include over 12 different companies vying for publisher inventory.
Changing Content Marketing Landscape
The Native landscape has grown substantially over the past few years. According, to Gravity in a sector that once consisted of just Taboola and Outbrain, it has grown substantially to include over 12 different companies vying for publisher inventory and generating billions of dollars in ad revenue in the process. eXovue has the only technology in the industry that helps optimize these ad units to deliver publishers the greatest return for the ad space.
“When we founded eXovue, we were determined to create a product that solved an existing and high-value publisher problem in the Native landscape,” said Justin Manes, CEO of eXovue. “The gap we identified is the lack of competition between Native Demand Partners.”eXovue’s solution will be renamed G4 Native SSP for Publishers (http://g4native.com/ssp), and the entire eXovue team will be integrated into Gravity4 organization. Mr. Manes will become Vice President of Native Solutions, and report to Mr. Chahal. This marks Gravity4’s twelfth acquisition since the company was launched in July 2014.