Digital advertising firm Undertone has acquired Upfront Digital Media, in order to gain its cross-screen programmatic direct and private exchange capabilities.
Upfront, which was founded in 2010 as Legolas Media, offers managed and self-serve consoles for programmatic buying of ads direct to publishers and through a number of supply and demand partners.
Undertone says it will build on Upfront's existing platform to bring further differentiated programmatic capabilities to market, and to encompass its full suite of ad units.
“Upfront, with its combination of quality publisher relationships, brand-focused product suite and rich technical infrastructure, is an exciting platform that closely aligns with our core values,” said Undertone CEO Corey Ferengul. “The capabilities Upfront has built into their platform to ensure premium, quality, brand safe, and viewable inventory will benefit Undertone’s brand and agency clients, both in offerings in market today as well as future offerings.”