ProSiebenSat.1 is divesting its connected TV advertising unit esome and retail media specialist Kairion to Pivotum Capital, as the German broadcaster continues to streamline its portfolio and sharpen its focus on core entertainment operations.
The transaction is expected to close in April; financial details were not disclosed.
The sale forms part of ProSiebenSat.1’s strategy to concentrate on its entertainment business and the monetisation of its content across TV and digital platforms, while refining its advertising offering around cross-platform video.
“With the sale of esome and Kairion, we are sharpening our profile of our advertising offerings. Building on our high-quality TV and video content, we are focusing on our strong cross-platform advertising,” said Markus Messerer, Managing Director and Chief Operating Officer at the group’s advertising arm Seven.One Media.
He added that both businesses had driven market momentum in connected TV and retail media in recent years, and would be well positioned for further growth under new ownership.
esome, founded in 2014, has evolved from a social advertising pioneer into a digital marketing provider specialising in connected TV and performance-driven campaign optimisation. The company offers brands tailored solutions across paid social and streaming environments.
Kairion operates as a retail media technology provider and marketer for more than 40 online retailers, offering a 360-degree platform that enables brands and e-commerce partners to deploy targeted advertising and marketing solutions. The company holds a strong position in the healthcare retail media segment, according to ProSiebenSat.1.
Pivotum Capital, based near Munich, focuses on investments in technology and digital businesses, working closely with portfolio companies on product development, technology and market positioning, with an emphasis on long-term operational value creation.
