Tuesday, 16 August 2011

Dentsu buys online advertising exchange Adjug | Media | guardian.co.uk

Japanese advertising giant Dentsu has acquired London-based online advertising exchange Adjug.

Adjug, which has investors including former Bebo-backer Balderton Capital, was founded in 2007 by former Gumtree and eBay senior executive Michael Stephanblome and co-founder of pay-per-click ad pioneer Espotting Satish Jayakumar.

The company, which allows media owners and brands to trade advertising space online, has offices in Munich and Bangalore employing more than 50 people.

In 2009 Adjug investor Tomorrow Focus, the German internet media company which has Love It! and Wedding magazine publisher Hubert Burda as its main shareholder, increased its holding in Adjug to 56%.

The acquisition by Dentsu, which also owns a stake in French advertising giant Publicis Groupe, is the latest move by the Japanese advertising giant as it looks to ramp up its digital capability.

In June it acquired Steak Digital, the London-based digital agency network founded in 2005, which has about 100 staff and also has offices in New York and Melbourne.

Steak, co-founded by Oliver Bishop, specialises online search and display but also offers ad creative and social media services.

In January Dentsu acquired Dusseldorf-based digital creative agency Social Thinkers.

Dentsu and US marketing services giant Omnicom have been tipped by analysts as the potential bidders with the most operational synergies, and fewest trust issues, if UK-based media buying business Aegis Media comes up for sale.

Speculation has mounted that Aegis may become a target now it has hived off its research division, Synovate, to French market research firm Ipsos for £525m.

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