Ve Interactive, which offers online businesses tools to drive and convert website traffic on one technology platform, has acquired UK media buying and creative agency Crave & Lamb for approximately £3m.

Crave & Lamb, founded in 2012, specialises in creating targeted marketing campaigns that connect brands with the right audiences – through programmatic solutions across display, paid social and video-on-demand. Clients include Coral and Fabletics.

“As our M&A strategy evolves, it’s becoming increasingly important to acquire the best-in-class so we are able to provide our clients with innovative technology and enhanced expertise,” said CEO and founder of Ve Interactive, David J. Brown. “The acquisition of Crave and Lamb allows us to fulfil our strategy and provide even more value to our growing client base.”

The deal follows the acquisition of video advertising firm Optomaton in September for €5.13m (£4.3m) – as Ve Interactive looks to strengthen its position in the programmatic market.

This is an ideal time to strengthen with programmatic advertising recently predicted to grow by 31 per cent in 2017 by media agency Zenith.