Acquisition adds programmatic direct, private exchange and enhanced data management capabilities to Undertone’s technology stack
New York • June 11, 2014 • Undertone, a leader in creating digital advertising solutions for brands, has announced the acquisition of brand-focused programmatic platform, Upfront Digital Media (formerly Legolas Media). The acquisition adds cross-screen programmatic direct and private exchange capabilities to Undertone. This transaction accelerates Undertone’s strategic plan of bringing innovative, brand-building, high impact advertising formats to marketers and agencies programmatically. Co-founders Ran Cohen and Yiftah Frechter will join Undertone as part of the transaction.
Upfront was founded in 2010 and offers programmatic capabilities through managed and self-serve consoles. The company has premium direct publisher relationships as well as integrations with numerous programmatic supply and demand partners. Upfront’s leadership team has worked together for over 10 years, first at Eyeblaster and then MediaMind (now Sizmek), before founding Upfront. The company has offices in New York and Tel Aviv.
Undertone will build on the Upfront platform to continue to bring differentiated programmatic capabilities to market.
“Upfront, with its combination of quality publisher relationships, brand-focused product suite and rich technical infrastructure, is an exciting platform that closely aligns with our core values,” said Corey Ferengul, Undertone’s Chief Executive Officer. “The capabilities Upfront has built into their platform to ensure premium, quality, brand safe, and viewable inventory will benefit Undertone’s brand and agency clients, both in offerings in market today as well as future offerings.”
Upfront’s technology will immediately allow Undertone to offer a range of self-service and managed programmatic solutions to trading desks, agencies and marketers. The technology will be expanded to encompass Undertone’s suite of high impact advertising units.
“Undertone’s focus on innovation and quality made this acquisition a logical fit. However, it’s the potential of extending our technology into high impact advertising that makes this combination really compelling,” said Ran Cohen, Co-founder and President of Upfront. “Undertone has the opportunity to quickly bring to market a truly differentiated programmatic offering and I’m excited to be part of the development and roll-out of these capabilities.”
Undertone is a digital advertising company that sits at the intersection of media, creative and technology. We develop immersive high impact, video and display ad units that enable brands to engage consumers beyond the confines of traditional banner ads. Through our technology platforms, we deliver these ads across screens and devices on a handpicked portfolio of publisher partners. Find out more at www.undertone.com.