U.K. Ad Company RhythmOne To Acquire YuMe for $185M

Acquisition builds global data and programmatic platform

Continuing the consolidation of the industry, U.K.-based digital media company RhythmOne plc agreed to acquire the stock of video ad tech company YuMe for about $185 million.

“Acquiring YuMe accelerates RhythmOne’s strategy to build a unified programmatic platform with unique audiences of differentiated quality at scale,” said Ted Hastings, CEO, RhythmOne. “Through YuMe, RhythmOne gains access to premium video supply including emerging, high-value connected TV inventory, unique customer insights, cross-screen targeting technology and established demand relationships. We believe this combination will give RhythmOne the resources, relationships and talent to drive value for its shareholders, and true a return on investment.”

YuMe, based in Redwood City, Calif., has demand-side software and services used by brands, agencies and trading platform, and data management, targeting and programmatic capabilities in digital, video and mobile media.

Read more at B&C.