Tremor Acquires ScanScout; Undertone Acquires Jambo

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In a sign that the online video advertising space is due for consolidation, two major announcements emerged on the same day. Tremor Media has acquired ScanScout, creating a large independent source of video advertising inventory to entice advertisers. The combined agency will be behind only Hulu in the number of video ads it streams.

According to a report in Advertising Age, the combined company is expected to complete an IPO in the next 18 months.

"By combining Tremor Media's scale and robust publisher platform with ScanScout's unrivaled brand protection and optimization technologies, we are creating the preeminent leader in interactive video advertising," says Jason Glickman, the executive chairman of the combined company. "The addition of proven industry veteran Bill Day as CEO, and the strength of our combined management team place the company in a fantastic position to fully realize the enormous market opportunity."

Meanwhile, Undertone, which creates the Undertone Digital Advertising Suite, has acquired Jambo Media, which creates video ad distribution and technology. This deal isn't about advertising inventory, as with Tremor/ScanScout; Undertone is gaining Jambo's video player and content management technology, letting it offer new services to its clients.

"Undertone's goal is to help marketers ‘span the screens,' putting video to work for brands on televisions, personal computers, and mobile devices. Pairing video and display under a single management platform helps advertisers serve the right content in the right format to the right person, delivering results that impact the brand," says Mike Cassidy, CEO of Undertone. 

"Undertone, which has always been a premier partner for us, has now added another weapon to its arsenal," says Robin Keller, vice president of digital at Shape.com.  "I'm really excited to tap into a new revenue stream and capitalize on the huge opportunity video represents online."

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