Cannella Response Television agreed to acquire Media Properties Holdings, parent of top programmatic advertising platform AdMore.
Financial terms of the deal were not disclosed.
AdMore earlier this week agreed to have its network of 1,700 broadcast and cable outlets included on Rubicon Project's automated order system, a deal that may increase the amount of TV business that’s done using programmatic technology.
In addition to AdMore, Media Properties Holdings owns REVShare, a short-form direct response company and Lead Generation Technologies, which creates spots that generate sales leads and sells those leads through online bidding. All become part of Cannella.