Adtech holding company Affinity has announced the complete acquisition of Opinary GmbH, a consumer engagement media tech company in Berlin, for an undisclosed sum. The transaction was finalised on July 18, 2023, informed an official statement.
Founded in 2016 by Pia and Cornelius Frey, Opinary has developed a poll-driven audience data pipe across 120 million monthly users on more than 100 premium publishers like NBC Universal, The Times of London, The Financial Times and Germany-based Der Speigel, Tagesspiegel and Burda Forward. It is backed by VCs like Project A and Trafo.
The acquisition adds a highly-engaging media touchpoint to Affinity’s portfolio of privacy-friendly advertising solutions for existing advertisers and a new monetisation and audience enrichment product for its publishers across US, UK, EU, India and Asia, according to the Affinity statement.
The acquisition also strengthens the company’s presence in the EU through Opinary’s network of brands and publishers.
Opinary’s leadership team of Cornelius Frey, Pia Frey, Lothar Krause and Torben Brodt, and team of 26 in Germany will join Affinity’s team of 400 across India, US, UK, Indonesia, China, Malaysia and Brazil.
Affinity was founded in 2006 by Lucas Roh, John Lee, Lavin Punjabi, Bharat Sharma, Nikunj Soni, Vijay Mehta and Monica Ajwani. Its advertising networks drive over 2 Bn USD of commercial transactions annually for 2,000 advertisers.
“We found the right DNA match with Opinary in terms of product, vision and team. This first acquisition is an exciting milestone for us, underscoring our commitment to driving smart and industry-leading solutions, and delivering exceptional value to our clients across the globe,” said, Lucas Roh, Co-founder and Chairman, Affinity Global Inc.
“This collaboration strengthens our position in Europe and sets the stage for further growth and success internationally. We couldn’t be more excited about the opportunity to expand Opinary globally and enhance our portfolio in Europe through Affinity’s exceptionally smart suite of offerings.” said, Cornelius Frey, CEO, Opinary.
Affinity’s suite of products includes four ad networks including mCanvas and two publisher-facing SaaS platforms.
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