In keeping with our mission to provide comprehensive advertising analysis, MediaRadar puts together a report of the most important mergers and acquisitions news each week. Stay in the loop, whether you sell advertising space or focus on business development.
This week, Digital Turbine invested more in mobile advertising monetization capabilities with Fyber. WebMD will help give ADDitude leverage and scale to better serve people with ADHD. And United Rentals purchased a specialty rental service, General Finance Corp.
The latest adtech acquisition: Digital Turbine, Inc. gains Fyber
Digital Turbine, Inc. has completed its acquisition of the leading mobile advertising monetization platform, Fyber.
Fyber, an adtech company, enables global app developers to optimize profitability through targeted advertising.
The deal, valued at $600 million in cash and stock, is the latest acquisition in the mobile adtech industry which has seen an increase in consolidation recently: Applovin purchased Adjust, Verve bought Nexstar, District M merged with Sharethrough, and Digital Turbine also just spent $400 million on AdColony last month.
The acquisition of Fyber is part of Digital Tribune’s strategy of vertical integration across distribution, engagement and monetization.
The company already helps app creators and advertisers connect with mobile carriers and device manufacturers. Ignite, Digital Tribune’s device management software, is installed on roughly 400 million Android devices, and is starting to expand into iPhones.
WebMD Health expands ADHD resources with ADDitude
WebMD has finalized its acquisition of ADDitude, a platform focused on ADHD resources and information. The site provides education on symptoms, tests, treatments, plans and coping strategies with webinars, blogs, podcasts and other interactive tools.
The acquisition gives WebMD specific resources and content focused around ADHD, which affects approximately 6.1 million Americans, according to the CDC.
ADDitude’s website already registers over 75 million views annually, and is likely to increase through WebMD’s extensive platform.
ADDitude founder and CEO, Susan Caughman commented “WebMD’ can leverage its reach and scale to support the work of ADDitude, accelerate engagement with this growing patient population and increase opportunities for customers that serve patients with ADHD.
Financial terms of the acquisition have not been disclosed.
United Rentals finalizes another acquisition: General Finance Corp.
United Rentals Inc. has completed its previously announced acquisition of General Finance Corp., a specialty rental service that offers portable storage, modular space and liquid containment solutions.
Last year, General Finance recorded $356.4 million in sales. United Rentals CEO Matthew Flannery said the acquisition “expands our growth capacity with the addition of leading mobile storage and modular office solutions, including over 900 employees with complementary expertise.”
The deal follows United Rentals’ previous acquisition of Franklin Equipment LLC, which closed in April.
In Other News
See what else has been happening this week:
- Tempur Sealy International, Inc. has announced an agreement to acquire Dreams, a UK-based specialty bed retailer for approximately $475 million.
- Yum! Brands, Inc., the owner of KFC, Pizza Hut, Taco Bell, and Habit Burger Grill, announced that it is acquiring Australia-based Dragontail Systems Limited for $72.5 million.
- Mondelez International Inc. announced that it is acquiring Central and Eastern European baked goods company Chipita S.A. for $2 billion.
- After weeks of rumored negotiations, Amazon.com, Inc. announced that it is acquiring MGM Studios for $8.45 billion, making yet another big move into the entertainment industry.
- Snapchat parent, Snap Inc has reached an agreement to acquire British augmented reality company WaveOptics for over $500 million.
- According to the Wall Street Journal, German media company Axel Springer is reportedly in talks to acquire American digital-news outlet Axios.
- According to CNBC, clothing retail conglomerate Authentic Brands Group is reportedly preparing for an initial public offering that could arrive as soon as this summer.
