Amid reports of Accenture’s aspirations in the media business, the consultancy’s digital media arm has confirmed its intention to buy social media outfit Adaptly.
The proposed purchase is set to bolster the company’s Accenture Interactive Programmatic Services offering, as Adaptly helps advertisers purchase media on social networks including Facebook and Twitter.
Adaptly will be housed within Accenture’s managed services operation, which helps advertisers optimize their media buys. Scott Tieman, Accenture Interactive’s global head of programmatic services, said the addition of Adaptly will complement the company’s existing media services offering, which includes optimizing media campaigns using tech-driven insights.
“This acquisition will help us to further reinvent today’s operating approach by re-engineering the campaign process with data, applied intelligence and digital technologies,” said Nikki Mendonça, president of Accenture Interactive Operations.
Adaptly CEO and co-founder Nikhil Sethi said that joining Accenture enables his company “to help world-class brands with their most complex media activation challenges on a truly global scale.”
Neither party publicly shared financial details of the deal, but sources said the price of such acquisitions has been inflated recently given the acquisition trail of S4 Capital, WPP founder Martin Sorrell’s latest venture that has made two big-ticket purchases in 2018.
Earlier this month, Adweek reported that Accenture is among a small group of bidders seeking to acquire ad agency network MDC Partners and its 50-plus properties around the world, with one source noting that Accenture is “the best bidder” for MDC Partners and the consultancy understood to have mulled the potential purchase of several outfits whose core competency is programmatic media buying.