Digital ad tech firm RhythmOne has announced that it has acquired leading data-driven marketing platform RadiumOne in an effort to transform the firm into an end-to-end provider for the digital advertising ecosystem.

Through RadiumOne, RhythmOne gains access to unique consumer insights, audience segmentation and targeting technology, as well as premium demand relationships, providing value for both demand and supply partners. RadiumOne’s technology will be integrated into RhythmOne’s existing stack.

The acquisition expands RhythmOne’s programmatic platform to incorporate a much larger footprint of high quality audiences from publishers across devices and formats on the supply side. Once integrated with its media buying capabilities, RadiumOne’s technology will enable advertisers to maximise campaign effectiveness through proprietary intent-based targeting software.

“One of the biggest challenges facing advertisers today is how to leverage the rich data they get from customers throughout the buying cycle,” said Richard Nunn, chief revenue officer of RhythmOne. “RadiumOne’s powerful, data-driven marketing platform combined with RhythmOne’s massive, high-quality supply footprint will truly enable brands to develop and activate segmentation and targeting strategies based on unique consumer insights. We are also thrilled to welcome the RadiumOne team whose experience and relationships will be critical for achieving success.”

RadiumOne’s entire staff of 200 will join RhythmOne’s team, dramatically growing the firm to 525 employees and providing it with a significant presence in Europe and Asia Pacific for the first time.

It’s unclear what position RadiumOne’s CEO William Lonergan will hold at RhythmOne, and the financial details of the acquisition have also not been disclosed, but RadiumOne was valued at approximately $500m (£391) in 2015, when it last underwent a funding round.

“This union will allow two advertising technology leaders to create something truly differentiated in the market,” said Dave Zinman, chief operating officer of RadiumOne. “The future of advertising is not about measuring impressions, but about driving real engagement.

“Together, RadiumOne and RhythmOne will provide insights, prediction, campaign targeting, execution and measurement that is relevant to the consumer, delivers outstanding ROAS and, crucially, results in real business outcomes for advertisers.”

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