Where is the godfather of advertising technology company?

Recently, there is news that the Yang Lion group (Publicis Groupe) may be nearing completion of the advertising technology company Criteo acquisition.

It is reported that the Yang Lion group began to contact Criteo three months ago to discuss acquisitions, and the deal will likely be completed in the near term.

Criteo, which was listed last year at the end of 2013 with a market value of € 1.2 billion (1.6 billion), has surged by more than 20% per cent this week and is close to $2.2 billion trillion, after being affected by the rumours of a lion takeover. If the company wants to get Criteo shareholders ' approval, the price of the whole deal will likely reach $3 billion trillion.

Criteo is a dedicated network advertising technology marketing company, was founded in 05, Criteo in May 2014 officially into China to carry out business.

This is also the Yang Lions group in the century with the grand merger of the defendant, Yang Lion's first acquisition, before the uproar of the giant merger of the tide just fell, Yang Lion Group is to speed up in a variety of business expansion. Traditional creative marketing in the face of the impact of technology marketing tide, the effect and impact is not as good as before.

Back to the domestic network advertising technology companies, into the 2014, the active degree of capital market is also strengthening, after the 2012 financial upsurge, in the relatively quiet 2013 years, the 14 network advertising technology will face a new round of shuffle.

The foreign market first has Facebook, Twitter, Google and so on to increase the acquisition of technology marketing companies to complete their own layout. In the domestic market, 360 completed the acquisition of Mediav, Ali to buy friends and other cases.

Combined with some of the previous small series of understanding to talk about the domestic market network advertising technology in the future.

BAT and other giants need to buy to supplement the technical marketing of the short board?

In fact, from the overall layout of bat, the entire advertising technology platform has been basically completed, but the acquisition of the significance and value of how many?

Baidu called China's largest internet advertising platform is not too much, Baidu is also based on technology platform, the search engine on the launch of advertising Baidu has already completed the platform to build, but Baidu more technical ads are still limited to the distribution of traffic, in the PC traffic growth slowed down the trend, Baidu in precision advertising technology platform to build still need to work hard, although in last year's Baidu World Congress launched BES traffic trading platform began to dabble in RTB advertising services, but from the past year, platform development is still tepid.

Tencent, from the past, the effect of advertising to a wide range of results, in advertising products on their own, the OMG and SNG advertising business is still only a rival phase, relative to the customer needs are not the same, but with a large user of Tencent in the mobile end and the PC need effective advertising unified platform to complete their own traffic distribution , whether the need to acquire a technology marketing company to complete the product through and advertising effect optimization, the future is worth looking forward to? Especially in the game business growth slowdown trend, Tencent in each platform traffic more need to rely on accurate data marketing to find the best results of advertising.

Finally see Ali, Ali in fact, through the previous acquisition of You You, has basically completed the PC mobile advertising platform, Ali mother has been very mature PC advertising platform, the acquisition of the league may be another company after the acquisition of meaning is not big.

Overall, bat three for network advertising technology company's needs can be sorted for Baidu > Tencent > Ali.

Advertising technology companies find dad difficult?

Internet users have a future, advertising technology companies are hidden behind the silent profit platform, but from the Criteo revenue, the annual operating income of 444 million euros, net profit of 1.4 million euros. The net profit of 1.4 million euros is pitifully low, although from the market scale, the advertising market growth is still obvious, but the advertising technology company's "money" is not optimistic, the domestic still has not been born in the true sense of this type of listed companies, before the good Yes, easy media listing blocked, support its business is not technical marketing business, It is the business of the advertising agency.

This May, MEDIAV was 360 acquisition, suddenly was saddened unceasingly, and its final will be more satisfied with 360 search advertising platform docking and construction. The uproar of the Beijing-East acquisition Mediav rumors also with the 360 acquisition stopped short.

Jingdong is also quietly building its own advertising platform, it is not realistic to continue working with MEDIAV after the 360 takeover, but the cost of developing its own advertising platform may weigh on the BoE, but after the IPO, it is better to buy an advertising technology company to complete its layout.

Not long ago, the 100 million dollar acquisition of Edersch 51%, announced that it would be in the television sector to explore the programmed purchase of gold, and the OTT product side will be more expansion. Anti-view domestic Internet video companies in the field of smart television activists have been in the advertising technology has been a short board, especially in the intelligent TV, more or in the past, the extensive package of such behavior, and this area has a good money to dig. How to get through the PC side of the music, Mobile end, intelligent TV, as well as the future of the video phone, big screen advertising, the acquisition of mature advertising technology company is a good choice? But the premise must be the number of intelligent terminals to reach a certain scale.

Extend the lecture, so, millet in the future also need such a technical platform to complete the whole millet ecological business change, more precisely said that only need a mobile advertising platform to complete millet in the smart terminal ads accurate delivery, but this is something. However, according to the speed of the expansion of millet, early layout, through investment holding is a good opportunity.

Advertising agencies, we should do this.

Technology advertising Company's real godfather is actually a few major domestic advertising agencies and 4 A, because the advertisers direct investment in the amount of DSP advertising is not large, a large number of advertisers or through the agency to complete advertising, so advertising agencies and technology advertising companies are Manshui, indivisible. There is a lion for the Criteo acquisition precedent, the domestic advertising agency may be able to try to the advertising technology company's acquisition to complete the entire delivery process controllable.

However, the agency also tried to tap through the internal technology to complete the product layout, but for their own business level, the acquisition can be completed in a short period of time technology and product upgrades, why not?

But the challenge facing advertising technology companies is that compared to other platforms completed acquisitions, the agency has not been able to provide a high valuation, the domestic agencies are limited in size, for more mature technology advertising platform acquisition price is too high, small and medium-sized technology advertising platform can provide a limited value, So the future of development is still foggy.

Agent Company in fact, has been stirring, when how to start, to find their own Mr Right, to step up!

Independent listing is very difficult

In the course of the listing of advertising technology companies, the United States has a precedent, rocket Fuel, RUBICON PROJECT, Criteo have completed the U.S. stock market, but still domestic zero.

Easy media, good yes once the impact of IPOs but are short, and this year, the transmission of technology, friends of friendship in the completion of a new round of financing announced the IPO in 15. Brunn is the slogan or the actual trend of the listing process, the Chinese advertising technology company's future is still not optimistic.