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Ybrant Acquires Ad Network Dream Ad; Buying Spree To Continue

ybrantdreamadHyderabad based Ybrant Digital, an e-marketing firm, has continued its acquisition strategy and bought over Argentina-based ad network Dream Ad for an unnamed sum. The terms of the deal – whether stock or cash, have not been disclosed. The acquisition would help Ybrant expand its reach into Latin America by including four countries – Argentina, Chile, Uruguay and Mexico to its global presence.

The six year old Dream Ad has over 300 clientele including Google, Yahoo, eBay, American Express and the US Army. It has worked with firms such as Microsoft Advertising, MTV, eBuddy and Fotolog. The company claims to have seen a year on year growth of 90%.

From E-greetings To E-Marketing

Ybrant has come a long way since September 1999 when it began as USAGreetings (India), an e-greeting site. It built a greeting card engine for the website and moved into the e-marketing outsourcing business. It had 140 clients in US by 2005 and bagged a large outsourcing contract worth $5 million with Hula Direct, another company in the e-marketing business. It came out with an IPO in 2007. As it built its outsourcing business, it grew to acquire some of its clients such as AdDynamix.

Ybrant Continues Buying Spree; Where Next?

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In all, Ybrant has acquired seven companies over the past 3 years and has significantly expanded its global footprint. Now, despite the online advertising industry shuddering with the decreased commitment from marketers, Ybrant seems to be  sticking to its inorganic growth strategy outlined in its Red Herring prospectus, where they company has said it will expand internationally and capitalize on the global reach of the Internet. The company had said in the report that it was eying the United States, South America, Europe, China and India. If this is any indication, and it would seem so as Ybrant took over 2 American companies, now a South American firm, then we know where to look next- Europe and China.

Its previous acquisitions were:

— US-based DW Net Ventures LLC  (aka MediosOne) for $4 million in April 2006; DW Net Ventures was a banner ad provider,
Wordcents LLC, an online ad network,
— Serbia-based Seenetix for its flagship bulk emailing product VoloMP; paid $2.2 million) in April 2006,
–US- based Pennyweb Inc in July 2006 (doing business as AdDynamix) for $10 million; performance based online ad network
— Israel-based Oridian for $13.5 million; Oridian has FTV as a client.

Written By

http://www.linkedin.com/in/preethij

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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