A company known for its media company revenue management and audience engagement software is now owned by Diversis Capital.
As of last week, Marketron is under Diversis’ control, and with the investment plans to give Marketron a renewed push with “an expanded focus on its digital offerings, as well as advanced advertising technologies including programmatic.”
That’s not to say Marketron’s previous owner, BlackRock Capital, is completely out of the picture. BlackRock will remain involved with Marketron as an investor.
With the closing of the acquisition, Diversis has named marketing technology leader Michael Collins as the company’s new CEO, replacing Jeff Haley.
Haley, who had led Marketron since 2012, will remain on the Board.
Collins is the former CEO of Adelphic, a DSP acquired by Time Inc. in 2017.
Prior to Adelphic, Collins founded and led Joule, WPP’s global mobile advertising agency network.
“The new investment from Diversis will allow us to rapidly evolve our product offerings and extend our leadership position,” Collins said.
Diversis says the Marketron acquisition “comes as media companies face a crossroads and must transform to accommodate the new omni-channel environment. To help its clients meet this challenge, Marketron will further develop its digital and programmatic capabilities to increase revenue opportunities and expand the areas addressed by its existing revenue management products.”
Marketron boasts 7,000 radio and television partners, with a range of products designed to improve their bottom line — from operations and finance to ad traffic and sales on-air and online.
Among Marketron’s longtime partners is Beasley Media Group.
The company’s CEO, Caroline Beasley, said, “We are excited to see Marketron’s commitment to growing new technologies as well as developing unique opportunities that are important for our company and the industry at large.”