Adconion snaps up Frontline Direct

Online advertising network Adconion Media Group has acquired Frontline Direct, a leading data management and direct marketing solutions provider, for GBP10.06 million.

Frontline has longstanding relationships with leading companies - including Experian and Reunion.com - as well as top interactive advertising agencies.

"Beginning with my days as one of the first employees of Avenue A and through the founding of Adconion, my vision has always been to enable advertising agencies and marketers to reach the same consumer across platforms," said Tyler Moebius, founder and chief executive officer of Adconion.

"Integrating Frontline's technology with our own and taking it global as part of our independent network is a significant step towards that goal".

The acquisition of Frontline, including its proprietary data management technology, email products and 25 employees, fuels Adconion's rapid global expansion, including the planned opening of a new office in San Diego.

Globally, Frontline further enhances Adconion's offering of branded solutions to advertising agencies and marketers worldwide, including audience targeting, video and email.

"Audience targeting is often an essential element of the campaigns that advertising agencies create for their client brands," said Matthias Quadflieg, Adconion's chief operating officer.

"The Frontline acquisition will help Adconion arm agencies with the technology necessary to compete in today's evolving media landscape.

"At the same time, we are extremely committed to respecting personal privacy and already adhere to the stringent European privacy standards".

Kim Reed Perell, chief executive officer of Frontline Direct, added: "Adconion is technologically and strategically a natural partner for Frontline.

"As part of Adconion's independent global network we can instantly enhance our existing offerings for our clients and enable them to reach a much broader audience both here in the US and abroad".

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