One tailwind that supported the acquisition was the rise of programmatic video and convergence of content cross-screen, where AdStream sees additional opportunity.
“The requirement of programmatic means advertising has to be much more targeted with many more variations of creative targeted down to the individual,” said Gerry Sutton, CEO of Adstream. But these demands are “requiring shorter cycle times around the brief, putting more pressure on brands to produce creative much faster.”
To date, Adstream has dabbled in programmatic mostly by partnering (one of its larger partnerships included Comcast’s AdDelivery). Ian Wheal, the company’s global strategy director, said Adstream is integrated with platforms like Innovid and continues to look at other DSPs and ad servers that push content.
“However, those platforms are very focused on one channel of media: digital video,” he added. “We’re delivering video in all forms, whether paid, earned or owned on-site.”
Sutton also said Adstream differs from some of its competitors – Extreme Reach/BrandAds and Adobe Primetime, for example– in that it is an enterprise platform that services clients at a global scale.
Adstream was pretty pervasive in Europe, but it also had a strong foothold in Australia, where it was founded, Asia and Latin America.
Although AdServices’ employees are based mainly in major media markets like New York and Los Angeles, Adstream will retain a team in Miami to focus on Latin American expansion.
“Brands [like Kraft] and agencies [like IPG] are putting real effort into merging their technology platforms with the creative layer,” Sutton said. “We’re thinking about how our platform might play a role in [that] new agency construct.”