Access Intelligence, the parent company of Folio:, today announced the acquisition of AdExchanger, an integrated media and events company focused on digital advertising and marketing, in a move that gives Access Intelligence a dominant position in the fast-growing programmatic-ad market. The company already owns the AdMonsters brand, a leader in the ad-operations space.
The deal is the latest in a series of moves by AI to acquire brands serving the technology, marketing and advertising markets.
By acquiring AdExchanger, Access Intelligence is looking to capitalize on the massive growth of programmatic advertising, which Zenith Media predicts will grow by 31 percent in 2017, faster than all other advertising formats. According to Zenith’s Programmatic Marketing Forecasts, programmatic will account for 58 percent of digital display advertising this year, up from just 13 percent in 2013. In terms of actual dollars, the programmatic market grew from $5 billion in 2012 to $39 billion in 2016.
New York City-based AdExchanger produces three major events: Programmatic I/O — held in both New York and San Francisco — and Industry Preview, set to take place in January in New York. These conferences, along with AdExchanger’s daily publications, bring together thousands of advertising and marketing technology professionals. Coverage areas include programmatic, header bidding, data, brand safety, measurement, and more.
AI CEO Don Pazour described AdExchanger as a natural fit. “Our vision is to deliver best-in-class intelligence and connection points for our business communities, and AdExchanger does that in remarkable ways,” he said, noting that AdExchanger complements other AI brands, including Admonsters, Folio:, Cynopsis and Chief Marketer.
AdExchanger was founded in 2008 by the digital marketing veteran John Ebbert, who seized on early opportunities to educate and connect industry players. Ebbert is now widely viewed as one of the leading authorities on programmatic advertising and the changing landscape of marketing and digital.
Access Intelligence’s Media/Communications Group, which is led by SVP Diane Schwartz, includes AdMonsters, PR News, Cynopsis, Folio:, min, Cablefax, Studio Daily, and The Social Shake-Up. Ebbert will serve as founder and publisher of AdExchanger.
“We are very excited to join the Access Intelligence team as we continue with our goal to educate, entertain and enlighten our audience,” Ebbert said.
Terms of the deal were not disclosed. JEGI advised AdExchanger on the transaction.
Over the past several years, Rockville, Maryland-based Access Intelligence completed acquisitions in the media/marketing and healthcare sectors, including that of The Social Shake-Up, AdMonsters, LeadsCon, Red7 Media, OR Manager, and Cynopsis Media.