Singtel's Amobee acquires VC-backed Adconion, Kontera

Amobee - which was acquired by SingTel from Sequioa Capital and Accel Partners for $321 million in 2012 - will pay around $209 million for both Adconion Direct North America and Adconion Australia, excluding debt.

Set up in 2005, Adconion is a large scale, cross channel, digital advertising company which offers digital advertising solutions across five marketing channels including display, video, mobile, email, and social media from a single platform. It previously raised around $114 million from Index Ventures and Wellington Partners.

Kontera is a digital content intelligence and marketing technology company. It uses a real-time digital content analysis platform to analyse data across mobile, web and social media. The US and Israel-based business previously raised around $36 million from VC investors including Sequoia Capital and Carmel Ventures.

According to a release, the acquistion will allow Amobee to provide a complete suite of digital marketing and technology to clients in addition to helping it build out its customer base

SingTel has around 500 million subscribers in Southeast Asia and elsewhere in Asia across mobile, broadband and fixed-line connections. The acquisition will help Singtel gain access to the technology needed to target its user base more effectively.

These are not the first acquisitions by Amobee since it was bought by SingTel. Last year, Amobee acquired GradientX to add real-time bidding technology to its platform. In 2012, it acquired VC-backed AdJitsu from Cooliris to bring in 3D technology.

 

 

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