Amsterdam, Netherlands – Digital entertainment and media platform Azerion has acquired programmatic agency and trading desk Hybrid Theory, which specialises in mid and lower funnel campaigns.
The acquisition allows Azerion to open a new footprint for the company in the US, and the broader APAC market.
Hybrid Theory’s technology delivers a hybrid approach that connects data intelligence with human nuance, understanding, and creativity, to power smarter advertising across the full customer journey.
Through the acquisition, Azerion will integrate Hybrid Theory’s custom-built technology offering of solutions, hands-on support and independent managed execution. Hybrid Theory’s strength in data will allow Azerion to build and target detailed audience segments, proving effective for brands at acquiring new customers.
In addition, Azerion will strengthen its position in the UK, US, and the broader APAC market to deliver and work with their advertisers and publishers in collaborative and hybrid ways, bridging the gap between in-housing and outsourcing for brands and agencies.
Umut Akpinaar, co-CEO of Azerion, said, “I am pleased to announce the acquisition of Hybrid Theory by Azerion. This acquisition will provide Azerion with enhanced skills and capabilities to manage advertiser campaign performance. We are confident that Hybrid Theory’s market-leading data capabilities will provide Azerion with the best-in-class technology to power better and smarter data-driven advertising potential to our advertisers and publishers.”
He added, “As such, this acquisition is a perfect fit to our growing portfolio and we are excited to harness the power of data and create tailored ads to give our audiences the best experience on our platform.”
Meanwhile, Patrick Johnson, CEO of Hybrid Theory, said, “Joining the Azerion Group allows us to continue to deliver on our ambitions through far greater global scale and linkages between our technology and the Azerion platform. Hybrid Theory’s unique capabilities in data now have the addition of proprietary first party data at scale, which coupled with Azerion’s branding capabilities provide an unparalleled linkage with our performance heritage.”
He added, “At the same time, Azerion’s culture is also a fantastic match of client-focused entrepreneurial thinking to deliver industry-leading results. We are thrilled to be joining the Azerion team.”
Azerion recently announced a tie-up with advertising platform Right Thing Media to allow advertisers to deliver campaigns with social impact messaging inside its portfolio of in-game advertising and high-impact inventory across APAC.