German media company ProSiebenSat.1 is taking over e-commerce marketer Kairion from Cocomore, thereby further increasing its activities in the ad-tech sector.
Financial details of the transaction have not been disclosed.
Kairion aggregates the advertising environments and data of over 80 online shops. Advertisers can tailor and target their messages to what the shoppers are actually interested in buying, according to ProSiebenSat.1. The company headquartered in Frankfurt will be part of business segment advertising platform solutions in which ProSiebenSat.1 bundles its ad-tech activities.
Kairion offers advertising customers the opportunity to place adverts in the combined advertising space of the participating retailers. The advertisers benefit from the fact that their messages are shown at the precise moment when consumers have already signalled an intention in making a purchase. Kairion makes this possible with real-time targeting towards this interest. In addition, Kairion allows TV branding campaigns to be extended into retail.
“Kairion combines the ability to appeal to precise target groups with a high level of data expertise, thus offering high reach for digital advertising offers and valuable target-group insights, for example regarding specific buying interests,” said Dr Jens Mittnacht, managing director of ProSiebenSat.1’s advertising platform solutions sector. “Going forward, this will also be of benefit to our future technology of addressable TV, allowing us to offer our advertising partners a modulation of their campaigns that is more targeted and thus more efficient.”
Besides Kairion, ProSiebenSat.1’s investments and activities in the ad-tech sector include the German ad-tech holding company Virtual Minds, video advertising network Smartstream.tv, content marketplace Glomex and – subject to review by anti-trust authorities – influencer marketing platform Buzzbird and social advertising company esome. The group is also developing the internationalisation of the sector, for instance via European joint venture EBX.