Today, Azerion has announced the acquisition of Hybrid Theory, a data led programmatic agency and trading desk specialising in mid and lower funnel campaigns. Their technology delivers a hybrid approach that connects data intelligence with human nuance, understanding, and creativity, to power smarter advertising across the full customer journey. Headquartered in London and with offices in six other markets, this acquisition also opens a new footprint for Azerion in the US, and the broader APAC market.
Azerion will integrate Hybrid Theory’s custom-built technology offering of flexible solutions, hands-on support and independent managed execution. Hybrid Theory’s immense strength in data will allow Azerion to build and target unbelievably detailed audience segments, proving more effective for brands at acquiring new customers compared to third party programmatic data sources. Through this acquisition, Azerion will strengthen its position in the UK, US, and broader APAC market to deliver and work with our advertisers and publishers in flexible, collaborative, hybrid ways, bridging the gap between in-housing and outsourcing for brands and agencies.
The aggregated consideration consists of an all-share transaction. In total, 1,381,625 treasury shares were transferred to the selling shareholder. The transaction is effective as of 10 November 2022. Hybrid Theory generated approximately £15.6 million gross revenue in 2021.
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