Smart AdServer, the independent ad monetization platform, has acquired Demand Side Platform (DSP) LiquidM from Bertelsmann for an undisclosed sum. LiquidM’s technology will be integrated into Smart’s technology stack to offer digital advertisers, agencies and trading desks enhanced access to premium publishers’ inventory across all major supply sources.

“Our industry currently faces a crisis of value erosion that puts increasing pressure on the entire programmatic ecosystem,” said Smart AdServe CEO, Arnaud Créput. “Buyers seek transparency, accountability and more value from their media investments while publishers yearn to better monetize their core assets, including audience and first party data. LiquidM’s proven record in innovation will boost Smart’s commitment to creating value path optimization, emphasizing full transactional transparency. This will enable conflict-free, premium value and low-fee buying so both advertisers and publishers can flourish in a shared-interest approach.”

Smart said that by providing deal management, audience discovery, and data activation and control, it will build an advertising and data safe-haven for publishers and advertisers to grow their programmatic advertising businesses with consumer privacy as the cornerstone of the platform.

“We are very pleased to join Smart,” said Philipp Simon and Thomas Hille, Managing Directors of LiquidM. “They are an ideal partner to grow our business given their premium publisher clients and their strong global footprint. We look forward to enlisting in Smart’s mission to bring even greater value to both advertisers and publishers.”