Virtual Minds Continues Consolidation of Its Ad Tech Stack: Subsidiary Company The ADEX Acquires Ad Verification and Viewability Specialist Batch Media. Expansion of Berlin Offices to Become Data Hub of the Company Group
Freiburg, 11 September 2017. The virtual minds Group, a leading European adtech provider, is continuing the consolidation of its full stack solution for digital marketing. After acquiring the data-management specialist The ADEX, the expansion of datacentre capacities and acquisition of the video specialist mov.ad by the virtual minds subsidiary ADITION technologies, the virtual minds subsidiary The ADEX has now acquired the Berlin-based ad verification and viewability specialist batch Media. Virtual minds has been a shareholder of the company since its founding.
Decisive product expansions for the data-management platform of The ADEX
The acquisition occurs within the scope of a deal in which batch Media will be merged with The ADEX. All of batch’s products and solutions, which are already technically closely linked with the ad tech solutions of the virtual minds Group, will continue to be maintained and further developed by the current team of experts at batch, who are also being acquired.
For the data management platform (DMP) of The ADEX, the integration of batch represents an ideal supplement and expansion of its product. For example, the customers of The ADEX can now more easily add elements such as viewability data to profiles and model target-group segments as a result. In addition, the data specialist will optimise its machine-learning and look-alike algorithms over the long term with the batch data. But at the same time, the solution portfolio will also be available in the future as a stand-alone under the successfully established brand “batch Media am Markt” (Media on the Market).
Dino Bongartz, CEO of The ADEX, explains: “Ad verification and viewability management are obvious tools in the programmatic advertising world. Even today, the corresponding batch values are components of many data sets and profiles, which makes them an essential factor for success. Through the integration of the batch portfolio into the functional range of our data-management platform, The ADEX can now serve the requirements of its clients for high-quality data management in an even more specific way and lastingly expand its performance advantages.”
“The closer integration of the batch and The ADEX solutions under a uniform umbrella offers many advantages, especially in terms of the further development and market penetration of batch Media’s portfolio. Under the umbrella of The ADEX and together with the virtual minds Group, these are the ideal perspectives for the future,” Jens Scheidemann, founder and previous managing director of batch Media GmbH, welcomes this step. Scheidemann will leave the company within the scope of the acquisition, but will remain closely connected with The ADEX und virtual minds in the long term and serve as a consultant.
Expansion of Berlin offices to become data hub of the company group
The acquisition of batch Media by The ADEX and securing of the associated technology competence represents an important step towards the further strengthening of the virtual minds full tech stack and the integration of the solution set-ups as a high-quality and high-performance European alternative to the products of global advertising-technology providers. In the course of the consolidation, virtual minds is expanding its Berlin offices into the data hub of the company group. The goal of concentrating the ad tech group’s data competence under the umbrella of The ADEX is to offer clients significant added value in terms of technology and solutions across all areas of data management.
Andreas Kleiser, Speaker of the Board for virtual minds AG, declares: “With the acquisition of batch by The ADEX, we are strengthening the label of ‘Ad Technology Made in Europe.’ We are supplementing our full tech stack with a high-quality technology solution for ensuring the quality and transparency in programmatic advertising. As a result, we are lastingly expanding our top position in the further automation of digital marketing. We would like to thank Jens Scheidemann for the extremely successful development and expansion of batch Media, and we very much look forward to him continuing to accompany us with his expertise.”
About batch Media
Founded in 2010 by BlackVenture GmbH, virtual minds and Jens Scheidemann, batch Media GmbH is among the leading European providers of data-based solutions for measuring and evaluating the performance of digital advertising and optimising media quality. As a part of the virtual minds Group, the company with headquarters in Berlin has specialised in high-quality technology solutions in the areas of ad verification, brand safety and viewability. It consults and supports advertising companies in the DACH region and other European countries in the optimisation of digital advertising campaigns, the visibility of advertising media and the protection of the brand image for advertised brands.
The clients of batch Media include renowned companies in the segments of advertisers, publishers/marketers, agencies and ad tech providers such as ADITION technologies, Publicis, Flashtalking, GroupM, Quantcast and Telefonica. batch.ba
About The ADEX
The ADEX is the European technology specialist for data management that provides its clients with innovative and fast access to digital marketing platforms with flexible solutions. The ADEX DMP developed by The ADEX is an internationally unique data management platform technology that aggregates, segments and analyses data from various data sources and data structures. With the help of the ADEX DMP, market participants can make more data from various sources available with better scalability for more than fifty connected partner systems such as Mediamath, AppNexus, Google or ADITION. Awarded with the ePrivacy and EDAA seal, The ADEX offers the highest degree of security and data protection as the only European DMP provider with a broad understanding of EU data protection regulations. The ADEX has its headquarters in Berlin and additional branch offices across Europe.
Additional information at: www.theadex.com
About virtual minds AG
The virtual minds AG (Freiburg, Germany), founded in 2001, is a technology and media holding that unites specialised companies from the areas of digital & media technologies and hosting under its umbrella. Each of these companies has been among the European top players in their respective segment for years, jointly forming the leading European full-stack ad tech offering for the digital advertising market. Clients of the virtual minds companies include leading German publishing and TV content marketers, international agency groups and many top advertisers. The ProSiebenSat.1 Group and United Internet AG are strategic investors of the virtual minds AG, respectively holding 51 and 25.1 percent.