Global advertising technology giant, Affinity Global Inc, has made a significant move by purchasing Opinary, a Berlin-based media tech firm. In doing so, it demonstrates a firm commitment to grow its presence in the European market. The goal here is to consolidate its standing in the Ad-Tech sector. This acquisition is equally expected to enable Affinity to take advantage of Opinary’s advanced polling technology in Asia and US markets.
Established players and innovative approaches
Affinity, an influential entity in the realm of digital advertising since 2006, has a team of 400+ employees. The company operates in the US, UK, India, China, Indonesia, and Brazil. Co-founders Lavin Punjabi, Lucas and John Lee, Nikunj Soni, Bharat Sharma, Vijay Mehta, and Monica Ajwani have successfully empowered over 2,000 advertisers and 500 publishers through the platform. The ‘Columbus of New Media’, as it’s called, excels at identifying highly accessed yet unmonetised digital touchpoints. It transforms them into potent advertising experiences, while providing publishers with revenue generating tools.
Opinary, founded in 2016 by Pia and Cornelius Frey, has revolutionised user engagement and poll-driven data generation for more than 100 premium publishers. The latter include the likes of NBC Universal, The Times of London, and The Financial Times. The company, supported by prominent venture capital firms such as Project A and Trafo, has become a leading light in Germany’s media tech sphere. It’s responsible for altering how users engage with digital content and has accumulated more than 120 million monthly users.
A partnership focused on growth and expansion
Under the new agreement, Affinity’s performance and branding products will penetrate Opinary’s broad network of brands and publishers in Europe. This development comes as more investments are made into the advertising industry, where data continues to be king. More so, the acquisition will help Affinity’s global publisher partners to generate first-party data on a large scale courtesy of Opinary’s polling technology.
Lucas Roh, co-founder and Chairman of Affinity, shares the company’s enthusiasm for the acquisition: “We found the right DNA match with Opinary in terms of product, vision and team. This first acquisition is an exciting milestone for us, underscoring our commitment to driving smart and industry-leading solutions.”
The management team at Opinary, including Cornelius Frey, Pia Frey, Lothar Krause, and Torben Brodt, will continue to be a critical part of the company’s operations in tech, sales, and publishers and marketing departments. Moreover, all 30 members of the Opinary team will maintain their roles, ensuring business continuity under the guidance of Managing Directors Cornelius Frey and Pia Frey.
Opinary CEO Cornelius Frey is optimistic about the future: “This collaboration paves the way for strong growth and international expansion. We are very excited about Opinary’s growth in the USA and Asia, while also complementing our product portfolio with Affinity’s offerings.”
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