WideOrbit, provider of advertising management software for media companies, has acquired Admeta, a leading provider of solutions for digital programmatic sell-side platforms based in Sweden. This acquisition is part of WideOrbit’s ongoing commitment to expand its digital offering for major media companies and provide the most comprehensive media management solutions globally for premium publishers. Admeta will operate as a fully owned subsidiary of WideOrbit.
Founded in 2002, Admeta provides sophisticated yield optimization solutions that help premium publishers significantly improve digital revenue. Admeta’s core functionality includes Artificial Intelligence-based learning, dynamic floor pricing, full premium programmatic support for private marketplaces and Deal ID. WideOrbit intends to leverage Admeta’s advanced optimization technology across programmatic solutions for both broadcast and digital.
Headquartered in Gothenburg, Sweden, with sales representation in New York, Ottawa, Helsinki, Tel Aviv and Prague, Admeta currently works with more than 30 premium publishers in over 20 European countries, including Alma Media, Prisa Digital, Grupa Onet, Agora and MKT Media. Admeta manages over 20 billion impressions per month and is the fourth largest sell-side platform by market share, according to LeadLedger.
“We are very glad to become a part of WideOrbit,” said Alexander Edström, CEO of Admeta. “From the very start, we have been impressed by WideOrbit’s strong business culture, technology offering and financial strength. Admeta’s existing clients will benefit greatly by this acquisition due to the commercial and development resources it will unleash. In addition, it will enable Admeta to accelerate its commercial rollout throughout Europe and be offered to WideOrbit’s existing client base in North America. By becoming a part of the WideOrbit family, we will be able to provide a unique offering to meet publishers’ ultimate request: one unified platform handling all ad sales, both linear and digital.”
Admeta is the third company that WideOrbit has acquired recently as part of a strategic initiative to expand its digital offering. April 30th, WideOrbit acquired Fivia, a company based in Paris, France that provides a digital sales and operations platform for premium media. June 9th, WideOrbit acquired Abacast, a leading provider of streaming, live and on demand ad insertion and monetization solutions for digital audio headquartered in Vancouver, Washington. With Admeta and Fivia, WideOrbit now can deliver a comprehensive solution that offers both premium direct sold and programmatic yield optimization to premium publishers.
“WideOrbit has grown to become the largest provider of sell-side media management software on the planet,” said Eric Mathewson, Founder and CEO of WideOrbit. “Our focus since inception has been primarily linear, which is where our average client earns 93-97% of their revenue. With the acquisitions of Fivia, Abacast and now Admeta, we are focused on helping our clients manage the transition from traditional media models to the future where content is delivered any time on any device.”
Mathewson continued, “Enormous investments in technology have been made on the demand side of advertising, but who is helping the seller? We’re working to level the playing field by investing heavily in technologies like Admeta, which utilize advanced algorithms and AI-based technologies to help sellers maximize their revenue.”