FreakOut buys Playwire

Singapore-based marketing technology firm FreakOut has acquired US technology company Playwire for an undisclosed amount.

Headquartered in Florida, Playwire focuses on helping publishers maximise their digital advertising revenue. The company will remain a separate unit post-acquisition, with the same management and team, and work as a strategic partner to FreakOut.

The purchase gives FreakOut access to Playwire’s bespoke inventory of more than 450 publishers, serving 6 billion video and display ads each month in the US. It also allows FreakOut greater access to more English-speaking markets, and to Playwire’s proprietary monetisation technology.

In exchange, Playwire is able to tap into FreakOut’s pool of 3,000 Asia-Pacific media partners and share its technology, as well as collaborate on developing new services and platforms.

Jayson Dubin, Playwire CEO, said: “I’m thrilled that this acquisition allows Playwire to share its innovative technology and reach with a larger audience.”

Narayan Murthy Ivaturi, COO of FreakOut Adtech Business, said having expanded in Asia-Pacific and other markets such as Russia and Australia, the company wanted to make inroads into the biggest programmatic advertising in the world.

“Who else can be a better partner than Playwire? We are really excited to welcome Jayson and team into the FreakOut family as they add a lot of value to our mission with their technology capability and years of experience in adtech.”

The deal is the latest in the adtech space to see an Asian company acquire a US one, following Amobee's acquisition of Videology and Inmobi's purchase of Pinsight Media.