Ad tech company Extreme Reach said it agreed to acquire Adstream, which provides digital asset management, creative logistics and analytics.

Financial terms were not disclosed.

As the digital media business has grown, smaller companies and startups are being rolled up to provide advertisers with greater scale and one-stop shopping.

Upon closing of the deal, 400 Adstream employees will join Extreme Reach.

Three Adstream executives will get executive roles with the combined business, with Daniel Mark, CEO of Adstream becoming chief strategy officer. Adstream’s Katie Nykanen will be chief product officer and Tim Emly, will be senior VP finance

“In joining Extreme Reach, we provide brands worldwide with a competitive edge, enabling them to move quickly and flawlessly, with more insights at their fingertips,” said Mark. “Our companies share a common philosophy and are aligned at a strategic level. In joining Extreme Reach, we answer the call from our global clients with the integration of video ad serving and talent & rights management to all we do today. Together we are excited for this defining moment, not only for our clients around the world but also for our teams as well.”

The transaction is expected to close in the second quarter of 2021, upon approval from Australia's Foreign Investment Advisory Board.

Adstream, a United Kingdom-based digital asset management firm, said it has acquired Deluxe Entertainment Services Group's AdServices business. Terms were not disclosed but the deal was described as in eight figures by the buyer, which hopes to gain more of a presence in the U.S. and Canadian TV and video service delivery markets. Matthew Ruffi, who had been senior vice president of operations for Deluxe AdServices, becomes Adstream's chief operating officer, North America.

The advertising technology mergers-and-acquisition area has been quite active lately, including the announcement earlier today that Norway-based Telenor Group had purchased Tapad Inc. for $360 million; Cannella Response Television's deal in late January to buy programmatic-ad vendor AdMore's parent, Media Properties Holdings; and data analytics firm Acxiom's acquisition of the data unit of Allant Group.

In a release, Adstream CEO Gerry Sutton said: “This is a significant step that will expand our DAM and delivery business in the North American market and drive our growth globally. We have been very impressed with the Deluxe AdServices team, their service ethic and clients. The expanded company will have a notable advantage in servicing key U.S. and global clients. We look forward to working with the new team, clients and existing partners in providing exceptional service and value to the market.” 

London-based Adstream said its Adstream Technology Platform allows agencies and brands to collaborate, review and store all forms of marketing content as well as delivery across multiple channels in a single system. 

Adstream's Deluxe AdServices is an established player in the North American advertising delivery market and has experienced significant growth in recent years though a strong focus on customer service and technology development. This year it will deliver between 10%-20% of all Super Bowl spots to be aired during the game.