Media and Games Invest acquires Beemray, a Leading Data Targeting SaaS Platform in order to expand its value chain and profit margins - Seite 2

Beemray is a pioneer in the field of contextual segmentation and targeting, having developed machine learning algorithms that leverage semantic-cognitive technology to analyze the user context to deliver timely and relevant engagement. This allows Verve Group's advertisers to target audiences across web, mobile web, CTV, and mobile in-app based on interest, sentiment, keywords, brand relevance, demographics, and real-time moments. This is in addition to understanding changing consumer behavior through smart analytics and insights. Additionally, Beemray's solution comes built-in with some of the most advanced brand safety tools available in the market. For publishers, the acquisition presents an opportunity to enrich and activate audience segments for monetization and in-app personalization, while having better control and transparency over the data ingested.

The acquisition has been executed as an asset deal, acquiring all of Beemray Oy's major assets, including IP rights to patents, computer codes and machine learning algorithms. The Beemray SaaS platform will be integrated into the Verve Group platform with the plan to further develop the technology. The purchase price is less than one million euros. The parties have agreed not to disclose the exact amount.

"We have started building the Verve Group out of our need for a strong programmatic advertising solution for our games, not being happy with the advertising solutions offered due to suboptimal targeting and cost inefficiencies. The result: We built up a SaaS platform that meets the requirements of highly demanding customers - advertisers as well as publishers. And that led to fast growing revenues and EBITDA of Verve Group. The programmatic advertising market is very dynamic, changes such as identifiers disappearing and Google and Apple becoming walled gardens, are challenges and opportunities both at the same time. Our main goal in this rapidly changing environment is to enable advertisers to run the most efficient campaigns and achieve high ROI's while at the same time enabling publishers to monetize their inventory in the best possible way. These seemingly conflicting targets can be accomplished by better targeting, which leads to less ads delivering a better result and as such also allowing higher prices for such better targeted supply inventory. With Beemray, we have gained an essential key technology for better contextual targeting for our gaming unit gamigo as well as for all of Verve Group's other customers", says Remco Westermann, CEO and Chairman of MGI.