Furthermore OnScroll, which is used by 1,000 sites across 60 publishers in the UK and Europe, will help Boulder, Colo.-based Sovrn gain a European foothold, initially in the UK.
OnScroll’s dozen employees will be rolled into Sovrn and will continue product development. Its co-founder, Andy Evans, predicted OnScroll will be able to develop time-based and engagement-based measurement for advertisers, similar to what the Financial Times and The Economist have been doing.
“Those experiments are early, but we are looking at that as an interesting place to go next,” Knapp said.
The acquisition brings to light some details about Sovrn’s financial position.
It raised $10 million last year to fund acquisitions and had another $10 million in reserve. According to Knapp, those funds are still largely in place post-acquisition.
The company is focused on profitability. Sovrn was profitable in the past six quarters, Knapp said, making Sovrn part of the trend in ad tech seeing companies push for profitability, not just growth.
Knapp expects Sovrn’s publishers to incorporate OnScroll’s solution by the end of the second quarter.