Online Ad Sales Firm Specific Media Acquires UK's Adviva For Display Ads
This story was written by Joseph Weisenthal.
Specific Media, the online ad firm that's raised over $100 million, has acquired UK-based display network Adviva for an undisclosed sum. The Irvine, CA-based company says it will offer a range of services to UK advertisers, though more importantly, the acquisition represents Specific's entry into the European market. Combined, the companies claim to be the fourth largest ad network in the UK, with 25.9 million unique users; Adviva accounts for the vast amount with 21.3 million uniques. The acquisition also allows Specific Media to take advantage of the information it has collected on European internet users. Adviva was founded in 2000 and it raised $8 million in 2005. Release.
By Joseph Weisenthal