Ad tech firm Glam has bought Carbon DMP to boost AI and data ad management platform for publishers.
Glam is the parent company of Mode Media, BrideClick and Glam Inc, and aims to create a new AI and Data platform for publishers trading under the Carbon brand, to be launched In July 2020.
The acquisition comes as the latest step in Glam Holding’s vision of creating a technology offering to revolutionise the current publishing landscape: Glam Holdings acquired BrideClick in 2016 and Mode Media in 2017.
Realising that publishers often lack insight into revenue being generated at the user, page and content level, Glam Holdings began building a real-time revenue measurement and attribution platform. After frustration with different established data management platforms, Glam set about looking for alternative solutions. Carbon was the technology that claimed the top spot, and it became apparent there was huge potential to develop beyond just a vendor relationship, with Carbon’s vision very aligned with that of Glam Holdings.
“Carbon’s unrivalled taxonomy, and monetization offering was exactly what we were looking for and we were keen to move into a more strategic partnership” said Mark Lee, CTO for Glam holdings . His positive assessment of the synergy was echoed by Carbon’s CEO, Pete Danks (ex-Google, and digital veteran), who immediately saw the potential to grow the business faster.
With a number of investors backing the project, Glam Holdings began structuring the merge in early 2020. “Merging the two platforms allowed us to plan something bigger than the sum of its parts, and solve problems for publishers in a way nobody else can legitimately point to right now” said Danks (pictured above), who will lead the combined business.
Once connected, the combined entity will be processing almost 1 billion users every month, transacting over 2bn daily data points in real-time, all with 100% proprietary technology. These new tools will be able to unlock currently untapped revenue for publishers onboarded on Carbon’s powerful new platform.
“Both Carbon and Glam come from publishing businesses, so we really get it. Everything we do is built to solve real and specific challenges for publishers” said Danks. “Our mission will be based around adding tangible value to the publishing space – we will be evolving well beyond the DMP space to become a partner across the entire revenue operation, rather than just another tech vendor.”
Carbon’s relaunch is scheduled for early July and it will include significantly updated real-time revenue measurement & attribution analytics and enhanced monetization offerings, within a compliant framework unreliant on 3rd party cookies. The company, led by Danks, will include a powerhouse of digital talent, including award-winning data-scientists based in Teesside as well as offices in London, New York, Hyderabad and Perth (Australia).
