Broadband Enterprises’s media operations will be integrated into Specific Media.
The Broadband Enterprises brand will operate as a Specific Media subsidiary headed by its president, Matt Timothy, while founder and chief executive Matt Wasserlauf will stay onboard as Specific Media’s executive vice-president of video platform and services, spearheading its video expansion into Europe.
Broadband Enterprises, which works with more than 300 brand advertisers via a network of 2,400-plus publisher sites, has developed what it claims is the industry’s first ad-serving and tracking platform dedicated to video. Called Vindico, it has logged more than 23 billion impressions to date.
Tim Vanderhook, Specific Media’s co-founder and chief executive, said: "Video is an exciting market, but advertisers have been unable to capitalise on its potential because it currently lacks data, targeting and analytics. We’re bringing our expertise to this area to fulfil the promise of video.
"We chose Broadband Enterprises because the company has a complete solution for brand advertisers, proven technology and a strong leadership team."
Scott Kelly, the digital marketing manager at Specific Media client Ford, welcomed the deal. He said: "As a long-time partner with Specific Media, we are pleased to see them choose Broadband Enterprises to expand their video advertising offerings.
"Online video is an ever-increasing part of our marketing mix and we’re excited to see Specific Media apply its leadership in the areas of data targeting and analytics into the more engaging ad format of online video."