YuMe Busts Into Europe by Buying Appealing Media

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ADOTAS – Looks like DG isn’t the only ad tech firm expanding its global horizon through an acquisition. Video ad platform YuMe has stepped into Europe via the acquisition of U.K. mobile video advertising platform Appealing Media. YuMe is taking over Appealing’s London office as its new European headquarters.

Appealing sells itself as the largest mobile video network in Europe and boasts clients such as ESPN, IPC Media, Bauer Media, and Universal McCann. The company’s “Interactive Video Player” ad format took the Grand Prix prize at MobiTech Europe in 2010. Appealing founder and CEO Owen Hanks will bring his senior management team to YuMe Europe.

“As smartphone and tablet adoption takes off, the mobile video market will grow considerably both in complexity and reach,” said YuMe CEO Michael Mathieu. “And the advertising on these platforms needs to be relevant and smart, especially for premium brands.”

In March, YuMe introduced version 3 of its ACE for Publishers video management platform.

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