Accenture (NYSE: ACN) has entered into an agreement to acquire NYC-based Adaptly, a digital media services company that enables the world’s leading brands to manage data-driven campaigns across prominent digital advertising channels and platforms.
The addition of Adaptly will significantly bolster the capabilities of Accenture Interactive Programmatic Services. Adaptly’s digital media services will specifically support Accenture Interactive’s ability to activate, optimize, and measure media cross-platform and help advertisers drive superior business outcomes.
“Brands now have the opportunity to deliver more value through ads that are relevant to consumer identities and social contexts,” said Scott Tieman, global head of Programmatic Services, Accenture Interactive. “Consistent with our mission to create, build and run the best customer experiences on the planet, Adaptly will complement our full suite of experience services and enhance our ability to deliver better, faster and more effective advertising campaigns.”
Upon completion of the acquisition, Adaptly will become part of Accenture Interactive Operations, a managed services capability. Drawing upon innovative human-machine talent, data, and technology capabilities, Accenture Interactive Operations drives a step change in omni-channel marketing performance – optimizing campaign performance and return on investment, while also providing real-time performance assessment and full transparency.
“The addition of Adaptly is a unique opportunity for us to add significant talent and capabilities,” said Nikki Mendonça, president of Accenture Interactive Operations. “This acquisition will help us to further reinvent today’s operating approach by re-engineering the campaign process with data, applied intelligence and digital technologies – resulting in improved ROI and greater transparency for our clients’ digital media omni-channel campaigns.”
Nikhil Sethi, co-founder and CEO of Adaptly, added, “As new consumer experiences emerge and new digital platforms are born, our mission has always been to help brands connect with people in new and powerful ways. These digital platforms are where most people interact with the brands they love and as a result, the majority of advertising spend is moving towards them. Being a part of Accenture is really exciting as, together, we’ll have an amazing opportunity to supercharge our key platform partnerships, drive more transparency and effectiveness for our clients, and enable them to deliver more relevant, high impact experiences. Joining Accenture will also enable us to help world-class brands with their most complex media activation challenges on a truly global scale.”
Founded in 2010, Adaptly is headquartered in New York City with nearly 150 employees and has additional offices in Chicago, London and Los Angeles. Adaptly partners with some of the leading digital platforms, including Amazon, Facebook, Google, Instagram and Snapchat. Its client roster spans 15 industries and includes brands such as Chico’s, Mazda, Prudential, Sprint and more.
Completion of the acquisition is subject to customary closing conditions. Terms of the transaction were not disclosed.
Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions – underpinned by the world’s largest delivery network – Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With 459,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. Visit us at www.accenture.com.
Accenture Interactive helps the world’s leading brands transform their customer experiences across the entire customer journey. Through our connected offerings in design, marketing, content and commerce, we create new ways to win in today’s experience-led economy. Accenture Interactive is ranked the world’s largest digital agency in the latest Ad Age Agency Report, for the third year in a row. To learn more, follow us @AccentureACTIVE and visit www.accentureinteractive.com.