Adstream Buys Deluxe's AdServices Unit

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.