Smart AdServer, a leading independent ad monetization platform, announces the acquisition of LiquidM, a leading global Demand Side Platform (DSP) based in Berlin. LiquidM's technology will be integrated into Smart's technology stack to offer digital advertisers, agencies and trading desks enhanced access to premium publishers' inventory across all major supply sources.

Commenting on this acquisition, Arnaud Créput, CEO, Smart AdServer, remarks, “Our industry currently faces a crisis of value erosion that puts increasing pressure on the entire programmatic ecosystem. Buyers seek transparency, accountability and more value from their media investments while publishers yearn to better monetize their core assets, including audience and 1st party data.” He adds to it, “LiquidM's proven record in innovation will boost Smart's commitment to creating Value Path Optimization emphasizing full transactional

LiquidM's proven record in innovation will boost Smart's commitment to creating Value Path Optimization emphasizing full transactional transparency

transparency. This will enable conflict-free, premium value and low-fee buying so both advertisers and publishers can flourish in a shared-interest approach.”

LiquidM's mature technology is a sure bet to accelerate Smart's product development to better serve the needs of publishers and advertisers contending with strategic shifts in the market. By providing deal management, audience discovery, and data activation & control, Smart will build the advertising and data safe-haven for publishers and advertisers to grow their programmatic advertising businesses with consumer privacy as the cornerstone of the platform.

“We are very pleased to join Smart,” avers Philipp Simon and Thomas Hille, Managing Directors, LiquidM. “They are an ideal partner to grow our business given their premium publisher clients and their strong global footprint. We look forward to enlisting in Smart's mission to bring even greater value to both advertisers and publishers,” they conclude.