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Singtel’s Amobee to acquire Turn

Singtel’s mobile marketing arm Amobee has acquired Silicon Valley based-programmatic advertising company Turn for US$310 million. The deal is expected to be passed by regulators in the United States in the first half of this year. It will give Amobee access to Turn’s data management platform and programmatic digital ad buying – described by Robert Woolfrey, Amobee senior vice-president for Asia, as the “most advanced” in the industry.

Turn currently counts KraftHeinz, Toyota and L’Oréal USA among its clients. Once a Silicon Valley mobile start-up itself, Amobee was acquired by Singtel in 2012. The two organisations then acquired three more digital ad companies, Gradient X, Adconion and Kontera.

Amobee has just hired former Starcom managing director Patricia Goh as vice-president for South East Asia, according to Marketing Interactive.  Should the merger pass the US regulatory standards, the new company – yet to be named – will be staffed by more than 800 people. Some 200 of those staff will work in product development.

Singtel’s CEO of group digital life Samba Natarajan said the Turn acquisition would enable Amobee to expand its reach beyond its main market, which is the US, into the Asia-Pacific region. He added: “The strategic acquisition of Turn strengthens Amobee’s technological edge in the rapidly evolving market of digital advertising and accelerates its growth into a significant global digital marketing player.”

Turn CEO Bruce Falck said: “Today is a significant moment for us and a recognition of the quality of our technology platform. As a part of Amobee, we will be able to enhance the value delivered to our customers and partners on a global scale and accelerate innovation in this space.

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