Aki acquires Eyeview’s ad personalization tech
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Aki acquires Eyeview's ad personalization tech
Video advertising company Eyeview shut down in December, but its technology will live on thanks to an acquisition by Aki Technologies.
Aki CEO Scott Swanson told me that he's anticipating serious growth in the demand for ad personalization, particularly as consumers see personalization everywhere else online.
Swanson argued that Eyeview's technology stands out thanks to its focus on video, with "the ability to generate millions of permutations of a video creative and store them in the cloud." It offers even more opportunities when combined with Aki's existing platform, which delivers ads targeted for specific "mobile moments," like whether the viewer is relaxing at home or out running errands.
Plus, the acquisition allows Aki to expand beyond mobile advertising to desktop and connected TV.
The financial terms of the deal were not disclosed, but Swanson said that in addition to acquiring the technology, he's also working to bring on old Eyeview clients and hire Eyeview team members (he estimated that he's hired nearly 15 so far and is aiming for around 20). At the same time, he acknowledged that there are challenges in resurrecting a business that had been shut down.
Video ad company Eyeview names Rob Deichert as its new CEO
"The technology itself was decommissioned, it was taken down, it was backed up in the cloud," Swanson said. "As the acquisition proceeds, we'll literally be taking the code base and relaunching it in the cloud … Hiring the people was super important, and then because it's not a traditional acquisition where we get customers and stuff, we have to go call up all the customers one-by-one, just as we have to hire people one-by-one."
Eyeview had raised nearly $80 million in