Specific Media acquires UK's Adviva ad network

by Jacquie Bowser, Brand Republic 13-Mar-08, 10:00

LONDON - Specific Media, a US online ad network, has acquired UK online display ad provider Adviva, for an undisclosed sum.

Adviva is the fourth largest ad network in the UK, reaching 25.9m unique UK users. The acquisition marks Specific Media's first entry into the European market and starts the company on its course of global expansion.

Adviva's London office will become Specific Media's European headquarters.

Tim Vanderhook, co-founder and chief executive of Specific Media, said: "Specific Media has anonymous data on 365m consumers globally and the acquisition of Adviva gives us the opportunity to utilize the European portion of that data.

"Specific Media chose to partner with Adviva because it had a compelling value proposition of brand advertisers, quality publishers and a tremendous team that are enthusiastic about the opportunities in front of us."

The acquisition of Adviva brings the total employee count for Specific Media to almost 200.

Todd Treusdell, co-founder and chief executive of Adviva, will stay onboard as Specific Media's managing director of European operations.

He said: "Specific Media and Adviva have a great deal in common already and the new synergies will further benefit our advertisers and publishers."