Bertelsmann Digital Media Investments (BDMI), the investment arm of Germany-based media conglomerate Bertelsmann yesterday invested a six-figure sum in local advertising company Bidmanagement. which runs advertising agency Adspert.
Marcel Pirlich, chief executive of Bidmanagement, said Bertelsmann was the first external investor in the company.
Adspert uses software models derived from stock market trading to optimise web advertising. Real-time data is utilised to change online exposure and marketing campaigns to best effect.
BDMI’s investment manager, Tobias Schirmer, said of the deal: "Adspert is an innovative product that creates win-win situations. We believe in the potential of this company, which is a perfect addition to our portfolio of up-and-coming young digital firms."
Pirlich added: "BDMI is the right partner at the right time for us. With this infusion of capital and association with the Bertelsmann global media group, Adspert is well equipped for the internationalisation of the business."
BDMI’s parent company, Bertelsmann, is a multinational group comprising television (RTL group), book publishing (Random House), magazine publishing (Gruner + Jahr) and outsourcing services (Arvato). It has €15bn ($22bn) in revenues.