Ad tech company TripleLift acquires 1plusX for $150 million

Ad tech company TripleLift announced  Monday that it has acquired Swiss first-party data activision platform 1plusX for $150 million, marking its first-ever acquisition. 

The acquisition is meant to allow publishers to better monetize their content and advertisers to reach their audiences more effectively. TripleLift, which was acquired by private equity firm Vista Equity Partners last April, executes over 1 trillion ad transactions every month.

“The combination of TripleLift and 1plusX means publishers and marketers will have a scaled, independent platform that is designed for the privacy-centric future,” said Eric Berry, Co-Founder & CEO, TripleLift. “Now thousands of TripleLift publishers can access 1plusX’s best-in-class technology to leverage first-party data and TripleLift advertisers can apply that same data to targeting capabilities made for the privacy era. No third-party cookies required.”

Founded in 2014, 1plusX is a global MarTech company whose technology connects directly to first-party site and app data that the publisher uses to generate lookalike audiences and identity matches.

“We have built one of the most sophisticated first-party data management platforms in the world,” said Juergen Galler, CEO & Co-Founder, 1plusX. “Our core product, an AI-driven intelligence solution, takes in a client’s data, enriches it, and then turns it into precise audience and asset profiles in real-time. By providing user-based behavior insights, our clients can activate them on relevant channels from the web to connected TV.” Primarily operating in the privacy-advanced European market, compliance is at the core of 1plusX’s technology which processes billions of data signals each day.

The acquisition also allows both companies to speed their roadmaps and bring new products to market. “We will grow 1plusX’s thriving business and create net-new products for both publishers and advertisers to leverage moving forward,” said Ari Lewine, Co-Founder and Chief Strategy Officer, TripleLift. “Our ads will be enriched with first-party data. These new products are the scaled and privacy-friendly solutions our industry has been seeking.”