Russian real-time bidding (RTB) engineering firm IPONWEB has largely operated behind the scenes as the backbone of many media-trading platforms. Notably, IPONWEB helped RightMedia build out its ad exchange preceding its 2007 acquisition by Yahoo, and has since constructed 40 more trading systems at a similar or smaller scale.
In late August, IPONWEB moved in on Adternity, a workflow and systems integration firm that builds dashboards and ad-serving tools. IPONWEB claimed the acquisition was part of an attempt to expand on an end-to-end offering that already includes u-Platform and BidSwitch technology (trading platform customization and a supply/demand “switch” connecting trading partners).
Boris Mouzykantskii, founder, CEO and chief scientist at IPONWEB, caught up with AdExchanger at DMEXCO last week to discuss the other reasons why it acquired Adternity and how the German company factors into IPONWEB’s evolution.
AdExchanger: Why did IPONWEB buy Adternity?
BORIS MOUZYKANTSKII: Germany is an extremely important market for us. At least from my limited interaction here, you tend to get into technical discussions very quickly and having some German engineers on our team will help us to serve this market better. Historically, as a company, we worked closely with Adternity for many years. They were focusing on their UI solutions and we were building the back end and we still have many clients whom we serve directly so there was a lot of overlap this way.