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Ve Interactive, the leading data-driven technology company specialising in conversion enhancing technology and digital advertising, has acquired video advertising company Optomaton for the sum of €5.13m, in a deal comprised of cash and shares.

Optomaton is a digital advertising technology and services company working across all aspects of programmatic media buying with a particular focus on video. At Optomaton’s core is its proprietary video Demand Side Platform (“Volvelle” )—a tech stack built for the realities of video advertising on the European continent.

The company, which has three offices in Copenhagen, Dusseldorf and Frankfurt, has a unique and in-depth understanding of the digital advertising ecosystem, allowing it to source key video inventory, reduce fees and combat fraud for its clients.

The acquisition of Optomaton’s video demand side platform (DSP) and its highly experienced team will increase Ve Interactive’s exposure to the rapidly growing video programmatic market, further broadening its existing digital offering to its clients.

In addition, the consolidation of these digital advertising methodologies into Ve Interactive’s data-led platform will enable greater efficiency for the end-user.

Adding video to an expanding portfolio places Ve Interactive in a strong position within what is a rapidly evolving market.

The acquisition will also allow Optomaton to gain access to Ve’s data-driven platform which combines conversion enhancing technology with digital and email advertising – all led by an intelligent data framework.

David J Brown, CEO and co-founder of Ve Interactive, said:

“We always strive to continually innovate and evolve our proposition for the benefit of our clients. The acquisition of Optomaton puts us at the forefront of programmatic video technology and with over 40% of programmatic buys expected to be in video by 2018, we are very excited to welcome the Optomaton team and their proprietary “Volvelle” video technology into our business.”

Josh Mortenson, Director, Optomaton, said:

“Data has been a hot topic in the media for years but few companies are producing anything that works as efficiently as Ve Interactive’s technology. Having worked with them on several campaigns in Scandinavia, we knew much more could be achieved through a closer partnership and were delighted when Ve suggested we become part of their global family.

By joining Ve we now have the opportunity to further unlock the power of their data by applying it to video campaigns across the globe, improving our own reach and maximising the return for our clients.”