Digital advertising and entertainment media platform, Azerion, has acquired Hawk, a French-based digital ad tech platform with offices also in the UK and Germany. Together, the companies said they will provide advertisers and agencies with easy access to large audiences in emerging areas such as digital out of home, audio, connected TV (CTV) and hyperlocal, through a single, omnichannel buying platform.The acquisition was a natural progression of a successful partnership established with Hawk in July 2022,

The terms of the agreement provide for Azerion to acquire a 100 per cent stake in Hawk for an upfront consideration of approximately €7m (£6.1m), to be funded by Azerion from its cash resources, and with an earn-out over the following three years subject to customary arrangements and capped at a maximum of just over €20m, In 2022, Hawk reported revenue of approximately €50m.

“I am pleased to welcome Hawk to Azerion’s digital advertising platform,” said Mickael Ferreira, VP Operations at Azerion, comments. “With its strong local teams and market-recognised DSP technology, Hawk will strengthen the ability of our combined platform to fulfil the needs of our customers, and makes Azerion one of the leaders of the French digital advertising market, as well as expanding our presence in the UK and Germany.”

Hakim Metmer, Co-founder of Hawk, said: “We are excited to join Azerion and be part of one of Europe’s largest digital advertising platforms. The cultural and product fit were immediately apparent, and this acquisition extends the long-standing business partnership between our two companies.”

Azerion will integrate Hawk’s omnichannel buying platform and tailor-made activation technology, adding to its robust current offering in these areas.