Interviews, insight & analysis on digital media & marketing

Azerion acquires Hybrid Theory

Digital entertainment and media platform Azerion has acquired Hybrid Theory, a data-led programmatic agency and trading desk, adding another business to its fast-growing portfolio.

Headquartered in London, Hybrid Theory takes a “hybrid” approach to digital advertising by connecting data intelligence with human nuance, understanding, and creativity to deliver ads across the full customer journey.

“I am pleased to announce the acquisition of Hybrid Theory by Azerion. This acquisition will provide Azerion with enhanced skills and capabilities to manage advertiser campaign performance,” said Umut Akpinar, co-CEO of Azerion.

“We are confident that Hybrid Theory’s market-leading data capabilities will provide Azerion with the best-in-class technology to power better and smarter data-driven advertising potential to our advertisers and publishers. As such, this acquisition is a perfect fit to our growing portfolio and we are excited to harness the power of data and create tailored ads to give our audiences the best experience on our platform.”

Azerion will integrate Hybrid Theory’s technology to help it to build and target more detailed audience segments for brands. The acquisition also strengthens Azerion’s position in the UK, US, and broader APAC market.

The all-share transaction saw 1,381,625 shares transferred to the selling shareholder.

“Joining the Azerion Group allows us to continue to deliver on our ambitions through far greater global scale and linkages between our technology and the Azerion platform,” said Patrick Johnson, Hybrid Theory CEO.

“Hybrid Theory’s unique capabilities in data now have the addition of proprietary first party data at scale, which coupled with Azerion’s branding capabilities provide an unparalleled linkage with our performance heritage. At the same time, Azerion’s culture is also a fantastic match of client-focused entrepreneurial thinking to deliver industry-leading results.  We are thrilled to be joining the Azerion team.”

*Azerion is a client of Bluestripe Communications, owned by Bluestripe Group, owner of NDA