Meetrics has more than 80 customers throughout 23 nations in Europe. Other partners include The Trade Desk, Xandr and Adform.
” This undoubtedly strikes that global growth cube actually perfectly,” he stated. “Were going to pursue opportunities throughout all 3 of those areas. Thats where additional financial investments and chances to accelerate our CTV road map or roadway map into audio go.”

Ad verification and measurement supplier DoubleVerify is set to obtain Berlin-based ad tech business Meetrics, an offer that will help sustain the recently minted public businesss international expansion.
The all-cash purchase is expected to close in the 3rd quarter of 2021. DoubleVerify CEO Mark Zagorski decreased to reveal the sale price.
Meetrics was founded in 2008 and offers ad confirmation solutions in Europe, the Middle East and Africa (EMEA) and has worldwide measurement collaborations with Google and Facebook.
Customers include major European media business, such as ITV, G+J and Le Monde, that DoubleVerify had actually been seeking to tap into in order to boost its international growth. Other Meetrics customers consist of Carrefour, GM and LOréal.
Meetrics marks the first acquisition DoubleVerify has made since going public in July in among the biggest advertisement tech IPOs in recent memory, valuing the business at more than $5 billion. Zagorski told AdExchanger at the time that DoubleVerify was considering “opportunistic M&A that can help accelerate our roadway map or assist us grow globally.”

” Were clearly utilizing some of the earnings of the IPO to drive development,” he informed AdExchanger Monday. “This is why we did that, so we can more quickly scale in markets worldwide and not need to wait to build or employ additional resources client relationships– we can really go in and accelerate that using capital.”
The acquisition comes during a swarm of advertisement tech M&A, consisting of DoubleVerify competing Integral Advertisement Sciences current acquisition of sell-side CTV advertisement server and analytics business Publica for $220 million. Zagorski stated other business had actually been eyeing Meetrics.
” Theres been lots of M&A going on in the area, so theres no absence of interest in any companies today,” he said.” [Meetrics] was a good suitable for us.” Meetrics has more than 80 clients throughout 23 nations in Europe. It partnered with InMobi last year and has raised a modest $1.3 million, according to Crunchbase. Other partners consist of The Trade Desk, Xandr and Adform.
DoubleVerify did not immediately respond to a concern asking whether Meetrics paid.
Zagorski included that the acquisition will give DoubleVerify a competitive edge by including Meetricss key assets, mainly its operating platform and sales, item and engineering groups, an overall of about 40 staff members who will continue to work overseas.
The team will help DoubleVerify “bulk up its footprint” in the EMEA region and accelerate its company, particularly in India. Additionally, Meetrics has strong customer relationships in the Eastern and german European markets where DoubleVerify is “just getting its feet damp.”
In turn, Meetricss customers will have access to DoubleVerifys full item suite.
” Not only do we include additional resources and technology, but its those client relationships where we can upsell our more comprehensive suite of tools, things like contextual targeting and authentic attention, all those brand-new options that Meetrics does not have we can now begin giving their customers,” Zagorski stated.
Meetrics will keep its name for an amount of time entering into 2022, he added, and will operate under the DoubleVerify umbrella.
DoubleVerify is coming off its very first earnings report as a public business, in which it reported a 44% earnings boost in Q2 to $76.5 million, with much of that growth sustained by programmatic. The business likewise clinched brand-new clients based overseas this year, including Diageo, BMW, Philip Morris International, Grupo Bimbo and Bumble.
Other recent DoubleVerify acquisitions include contextual intelligence platform Leiki and supply-side analytics platform Ad-Juster in 2019.
Meetrics was the first European business to get Media Rating Council accreditation in 2015 for in-app viewability measurement for video and display screen. And in 2017, it got MRC accreditation for sophisticated invalid traffic detection across desktop and mobile.
The acquisition of Meetrics likewise comes as DoubleVerify is using its core possessions to broaden its platform from confirming the quality of media impressions to helping drive ad efficiency. The variety of customers using DoubleVerifys cookieless DV Custom Contextual tool, for instance, more than doubled in Q2.
Accessing Meetricss innovation will assist DoubleVerify drive that shift from protection to efficiency.
Zagorski said that DoubleVerify has 3 locations of focus within its M&A technique: worldwide growth, boosting its existing product and innovation suite and including brand-new products, such as brand-new measurement and analytics services.
” This clearly strikes that international growth cube really perfectly,” he said. “Were going to pursue chances across all 3 of those locations. Thats where additional financial investments and opportunities to accelerate our CTV roadway map or roadway map into audio go.”