Reed Elsevier-backed digital media platform Martini Media has acquired UK-based advertising network TDP Media Group for an undisclosed sum.
The companies have operated as a partnership since December, combining their networks to allow client companies to reach customers across both Europe and North America. The merged company is planning to expand further, to eventually provide advertisers with a single global resource to reach its target audience.
In June last year, US-based Martini raised $6m in its series B financing led by Reed Elsevier Ventures, the corporate venturing fund belonging to publishing and information conglomerate Reed Elsevier. The round was also participated in by venture capital firms Venrock, which led Martini’s 2008 series A round, and Granite Ventures.
Founded in 2008, Martini uses online-based market research to compile a list of niche websites visited by a key demographic of what it calls ‘uber-influencers’, the proportion of web users with the most influence and money, around which its client companies can build advertising campaigns.
TDP performs a similar role in the UK, owning and operating Europe’s largest business-to-business (B2B) and affluent audience target networks.
Erik Pavelka, chief operating officer of Martini Media, said: "We are making possible a more effective way to mass market – starting with the most influential people and working out. For publishers, we create a pipeline to premium advertising they wouldn’t normally get. Buying TDP gives us the stable base we need to expand rapidly in Europe and beyond."
The combined network will include advertisers such as American Express, Burberry, Dell, Emirates and UPS, while investor Reed Elsevier is among the B2B publishers involved.