Dentsu Aegis Acquires Programmatic Ad Tech Firm Accordant

Alex Spencer

Dentsu AccordantDentsu Aegis Network has acquired programmatic ad tech firm Accordant Media for an undisclosed amount.

Founded in the US in 2010, Accordant offers an audience data management platform. Its Accordant ATS system combines first-, second- and third-party data for audience targeting and validation, across display, mobile, video, SMS and email.

Dentsu Aegis says Accordant's role in the company will be 'to link data organically across the group and to deliver targeted digital advertising more accurately'.

Following the acquisition, it will become part of Amnet, Dentsu's trading desk, itself a part of media investment platform Amplifi. Both the Amnet and Accordant brands will continue to operate in the US.