Mark1 is proud to announce the very exciting acquisition of two top line digital businesses – Primedia’s Dash of Lime and 365 Digital effective 01 June 2016.
In an official statement, Primedia Group Commercial and Legal Executive Geraint Crwys-Williams said: “After a detailed review of its existing assets and platforms as part of its annual strategy formulation process, Primedia took the decision to sellsome of its interests in Primedia Online.”
When this decision was taken and the sales process initiated, Mark1 was invited to enter into negotiations immediately. Primedia wanted to make sure that their assets would be passed on to a company on the forefront of the industry who not only would use the technology available to its full potential, but who would also take care of the clients as well as the staff employed under the two brands.
Primedia Online CEO Tanja Lategan said that Mark1 was the obvious choice. “Mark 1 has a very experienced management team and, together with their award-winning Ad Operations and Sales teams, I have the greatest confidence in their ability to take Dash of Lime and 365 Digital to new heights,” she said.
365 Digital will remain a standalone business entity, while Dash of Lime will be absorbed into Mark1 Media.
Mark1 Managing Director Daan du Toit said: “I have always considered the Mark1 team a family and I am excited to welcome 365 Digital and Dash of Lime to our ever expanding family. The fact that we are in a position to acquire these two companies is a huge step for us and we are very proud of our growth. We expect Mark1 to continue to grow in leaps and bounds going forward.”
With the acquisition of digital media sales business Dash of Lime, Mark1 will take ownership of Dash ofLime’s extensive premium publisher network and will not only take responsibility for premium ad sales going forward but also offer these phenomenal publishers’ inventory to clients programmatically through their Private Marketplace (PMP). One of these publishers is South African online giant Gumtree.
When asked about Dash of Lime’s new ownership the director of Gumtree, Johan Nel, had the following to say: “I’ve known Daan and Joe for years and I am thrilled to have Mark1 as our media sales partner – I have no doubt that working together will produce brilliant results.”
365 Digital is the exclusive reseller of ONE by AOL (formerly known as ADTECH) in Southern Africa – A world class cross-screen ad serving and media management solution.
Mark1 will incorporate their current Yield Management service into 365 Digital, offering Publishers an end to end solution for their digital inventory monetisation.
Joe Steyn-Begley, Sales Director: “This is a huge strategic move for Mark1 and I’m thrilled at the opportunities this presents to current and future clients on both the advertiser and publisher side of our industry. We’ve always been a local market leader in the use of technology and how we assist our clients to achieve their business goals and these acquisitions strengthen that position even further”