London—Aegis Group, an advertising holding company, announced it has acquired ad serving company Bluestreak for $12.5 million.
The deal is the latest in a string of acquisitions that is bringing about rapid consolidation of the ad serving market.
Bluestreak employees will be transferred into Isobar, Aegis’ digital marketing unit. The two businesses already had a partnership in place, with Bluestreak’s proprietary ad-serving technology being fully integrated with Isobar’s paid search bidding tool, iSEBA.
Isobar will also integrate Bluestreak’s data and analytics into its existing online media services to enable analytics across both search and display advertising.
“Ad serving is in the spotlight right now, and we believe the combination of media and ad serving is the most interesting of all,” said Robert Lerwill, CEO of Aegis, in a statement.