A complimentary industry
Already, partners, the two companies are highly complementary. Sirdata has developed cookie-based and cookieless targeting and consent management technologies (CMP). Proxistore has its own ad buying platform (DSP) connected to all digital universes (open web, walled garden) as well as patents on geolocation, making it possible to target audiences geographically or measure visits to points of sale (drive to store). This merger will enable the two companies to consolidate their leading position in the market for campaigns combining geographic targeting and purchase intent and to become the undisputed partner of media publishers for the monetization of their ‘non-consented’ inventory.
In addition to this industrial fit, the two companies also have a strong geographical fit, enabling them to become a European giant in digital advertising. Based in Wavre (Belgium), Proxistore already has a presence in Northern Europe, as well as in Spain, Portugal, and soon North America. Sirdata, based in Paris and London, caters to the French and UK markets.
A shared ambition
On the strength of their historic collaboration, the two companies have agreed to work together to gradually build a major European Adtech group.