Multiscreen ad management platform Sizmek has bought PointRoll from previous owner Tegna for $20m (£13.1m).
PointRoll provides DCO (Dynamic Creative Optimization) technology, enabling ad creative to be customised to fit the viewer, for example adapting the background image or call-to-action. Its business is currently limited to North America, and works primarily in with automotive and FMCG brands.
“DCO is an increasingly important element of digital advertising, as it optimises specific audience creative against data insights, which is at the heart of any effective online advertising campaign,” said Neil Nguyen, CEO and president of Sizmek. “This is a very strong combination of Sizmek’s technology and PointRoll’s DCO expertise, which can then be applied to the ever increasing need for global solutions.”
PointRoll will be folded into Sizmek's brand, and cease to operate as a standalone business.