Online ad network, PubMatic has announced the acquisition of ReviNet, an ad network optimization company, for an undisclosed amount. The deal gives PubMatic access to 57 new publishers in the US market, including The Christian Science Monitor, A.H. Belo, Boston Herald, The Sporting News, and more which were previously managed by ReviNet along with 15 new employees. According to the company, the acquisition will extend PubMatic’s reach to 400 million users globally.
PubMatic is a sell-side ad network and focuses on maximizing revenue and control for publishers, as opposed to demand-side networks that focus on optimizing audience deliverables to agencies. It allows publishers to make their advertising inventory available for sale to advertisers. ReviNet, however, allows clients to manage and sell their remnant inventory.
There’s also the upside of up-selling: clients of ReviNet will be able to use PubMatic’s technologies like Real-Time Bidding, Brand Control products, and audience targeting products. ReviNet and PubMatic will be working together to attain the goal of expanding current employee base to over 200.
Last year, PubMatic raised $7.5 million from existing investors Helion Venture Partners, Draper Fisher Jurvetson and Nexus Venture Partners. Pubmatic’s sister concern, Komli Media operates in India, and also owns the audience measurement business Vizisense.