North Holland-based digital gaming and monetization company Azerion announced today that it has completed the acquisition of Hawk, a French-based digital advertising technology platform with offices also in the UK and Germany.
The companies will offer advertisers and agencies convenient access to expansive audiences in burgeoning sectors like digital out-of-home, audio, connected TV (CTV), and hyperlocal through a unified, omni-channel purchasing platform.
The acquisition was a logical step following a fruitful partnership initiated with Hawk in July 2022, showcasing Azerion’s strategic platform expansion capabilities. According to the terms of the agreement, Azerion is set to acquire the entire share of Hawk for an initial sum of approximately €7 million (£6 million), to be funded from Azerion’s available cash reserves. Additionally, an earn-out arrangement spanning the next three years will be in place, subject to standard terms, with a maximum potential payout of just over €20 million (£17.3 million). In 2022, Hawk reported revenue of roughly €50 million (£43.3 million).
“I am pleased to welcome Hawk to Azerion’s digital advertising platform. With its strong local teams and market-recognised DSP technology, Hawk will strengthen the ability of our combined platform to fulfil the needs of our customers and makes Azerion one of the leaders of the French digital advertising market, as well as expanding our presence in the UK and Germany,” said Mickael Ferreira, VP operations Azerion.
Azerion will incorporate Hawk’s omni-channel buying platform and customized activation technology, enhancing its already robust portfolio in these domains.
Hakim Metmer, co-founder of Hawk, said: “We are excited to join Azerion and be part of one of Europe’s largest digital advertising platforms. The cultural and product fit was immediately apparent, and this acquisition extends the long-standing business partnership between our two companies.”
Renaud Biet, co-founder of Hawk, said: “Joining Azerion will accelerate further the deployment of our omni-channel advertising solutions for agencies and advertisers. We’re very enthusiastic with our teams to participate in consolidating Azerion’s leadership position in the European digital advertising market.”
In August this year, Playtika, the mobile game developer headquartered in Israel,announced the acquision of Azerion’s Youda Games game portfolio, which includes the popular social card-themed title Governor of Poker 3.