Perion acquires Hivestack, the world’s leading full-stack digital out-of-home (DOOH) advertising platform.

Perion Network Ltd. connects advertisers with consumers through technology across all major digital channels. The company  announced it has completed the acquisition of Hivestack Inc., a global innovative full-stack programmatic digital out-of-home (DOOH) advertising company. Terms of the deal include a cash payment of $100 million upon closing and a three-year employee retention and performance-based payment plan of up to $25 million.

DOOH advertising transforms ordinary public spaces into dynamic experiences, engaging audiences in real time with compelling, personalized content. It leverages cutting-edge technology to target, deliver and measure memorable, immersive ads that connect brands with people on the move. With the acquisition of Hivestack, a programmatic DOOH innovator founded in 2017, Perion is entering an exciting emerging market, laying the foundation for the company’s expected growth.

Hivestack’s platform is used by many of the world’s largest brands, agencies, media owners and partners, including Uber, Colgate, LEGO, IHG, Doordash, GroupM, Dentsu, The Trade Desk, Xandr, Clear Channel , Lamar, Stroër, etc.

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Tal Jacobson, CEO of Perion, said: “We are delighted to acquire Hivestack, which both complements and empowers our long-term growth strategy. Hivestack’s programmatic DOOH technology platform is unique in its ability to provide brands and advertisers with the most Things to aspire to: High visibility, creative precise targeting, immediate impact, broad reach and measurement. In addition to advancing our diversification strategy, this transaction aligns with our goal of expanding our technology capabilities and product offerings, and we will continue Seek more non-organic growth opportunities.”

More areas, wider coverage, more technology

• Hivestack’s most advanced programmatic DOOH advertising platform has been deployed in 32 countries, covering North America, Europe, the Middle East, Africa, Latin America and Asia Pacific. This global footprint will enable Perion to capitalize on economic trends affecting advertising budgets around the world and deliver solutions in these new markets.

• The deal significantly boosts Perion’s diversification strategy, allowing it to capture a presence in the fast-growing DOOH channel. According to a PQ Media research report , the market size of this channel is expected to grow from US$21.5 billion in 2023 to US$30.7 billion in 2026, with a compound annual growth rate of 15.3%.

• Hivestack provides outdoor media owners with a series of specialized software, such as DOOH ad server (Ad Server), supply-side platform (SSP) and header bidding (Header Bidder), designed to manage, deliver and optimize targeted advertising on digital screens, improve profitability and capture procurement needs efficiently.

• For media buyers, Hivestack’s DOOH demand-side platform (DSP) and audience planning and campaign measurement tools provide powerful capabilities for finding the best ad inventory to maximize DOOH campaign performance and investment response rate.

• The acquisition is expected to create synergy opportunities for Perion’s existing advertising products and businesses and is highly consistent with the company’s retail network strategy.

Mr. Jacobson concluded: “We welcome Hivestack and its impressive team of professionals to Perion. We look forward to leveraging the synergies between Hivestack’s technology and Perion’s existing solutions to provide customers with more comprehensive end-to-end solutions.” .”

Andreas Soupliotis, founder and CEO of Hivestack, said: “Joining Perion marks an important milestone in our growth journey. Combining the strength of our technology with Perion’s market expertise and compelling advertiser solutions will generate new Our collaborative solutions are resonating with customers around the world. We are excited about the possibilities this brings.”

Jefferies LLC serves as Perion’s financial advisor.

Terms of the transaction

Under the terms of the agreement, Perion will acquire Hivestack for $100 million in cash and will pay an additional $25 million (cash and equity) to implement a three-year employee retention and performance-based payment plan. The performance payment plan is closely related to the annual contribution target of earnings before interest, tax, depreciation and amortization (EBITDA) and traffic acquisition cost (TAC) (see the agreement for specific definitions). The plan will be fully payable if Hivestack achieves aggregate EBITDA of approximately $56 million and post-TAC contributions of $212 million between 2024 and 2026, as shown in the table below. Perion funded the acquisition using cash on its balance sheet.

Over the past few years, Hivestack has made significant investments in building innovative technology infrastructure and expanding its global footprint. This sets the company up for strong future growth and profitability, and Perion’s expansion capabilities and new synergies will be the icing on the cake.

SOURCE: BusinessWire