Publicis Acquires 20 Per Cent Stake in Matomy

PubGr_logoPublicis Groupe has acquired 20 per cent of Israel-based ad network Matomy, with an option to increase its stake in the company to 24.9 per cent.

The deal sees Publicis buying 17.9m of Matomys shares for approximately £40.9m, and comes shortly after rival WPP bought a 15 per cent stake in AppNexus. The investment aims to continue building a palette of marketing tools for the communications group, and includes a strategic investment in performance-based advertising.

The two companies hope to develop the partnership into a global leader in pure performance-based advertising by combining Publicis digital advertising and media buying capabilities with Matomys performance-based ad solutions.

Matomy, which had its IPO on the London Stock Exchange in July, has developed its own proprietary technology for social, email, display, mobile and video advertising, and the acquisition is likely based around acquiring this technology.

“Tel-Aviv is second only to the Silicon Valley in technological innovation and patents, said Maurice Lévy, chairman and CEO of Publicis Groupe. “Matomy is fueled by the innovators and technology experts of Israel and has quickly risen to the top of this important market by creating a world leading, state of the art platform.

“At Publicis Groupe, we make it a priority to invest in the brightest and most promising talents and technology that will give our clients around the world unrivaled access to these services. We have pioneered and invested in new technology, open platforms, and partnerships. With Matomy, we will continue to build and promote an open environment for the exchange of ideas and innovation, essential to staying on top in todays transformational digital age.”