This follows Google’s acquisition of Teracent at the end of last year, which highlighted the growing importance dynamic creative in display. At the time, Paul Knegten, head of marketing for competitor Dapper, said the move signaled the necessity of dynamic ad functionality for display platforms “from networks to algorithm-driven demand platforms and everything in between.”
Adroit CEO Greg Smith agrees: “Google’s acquisition of Teracent was a clear signal that the market was maturing past point solutions.” Smith, an industry veteran who has held executive positions at DoubleClick and was the founder and CEO of EchoTarget, will continue to run day-to-day operations at Adroit.
Although MediaMath will bolster its audience targeting and buying platform with instantly customizable creative via Adroit, the company noted that its TerminalOne platform would still support dynamic creative from PointRoll, Tumri, Dapper and their ilk.
It wouldn’t be surprising to see this acquisition set off a consolidation tsunami — dynamic creative is quickly becoming a must-have on the demand side. So who’s next: Tumri? Dapper?