New York-based adtech company acquires 1plusX for $150 million

1plusX’s advanced, next-generation predictive marketing intelligence platform has been developed to meet the growing need for cookieless data solutions across web, mobile, app, and CTV environments. Already used by several key customers in the US, the 1plusX platform leverages AI-powered predictive technologies to deliver precise audience targeting and enable privacy-compliant data collaboration.

TripleLift’s marketplace serves the world’s leading brands, publishers, streaming companies and demand-side platforms, executing over 1 trillion ad transactions every month. TripleLift works with 1,000+ publishers encompassing 90,000+ websites – and 100,000+ advertisers.

The two companies have announced today that TripleLift has acquired 1plusX. The entire 1plusX staff of 58 will be integrated into TripleLift. According to an article in the Wall Street Journal the acquisition is worth $150 million.

Combining strengths

Knowing that third-party cookies and app IDs would be deprecated sooner or later, TripleLift has been developing its Media+Data strategy for years – and 1plusX is a key pillar of this strategy. Media+Data means the companies combine the ability to offer unique publisher media, a core strength of TripleLift, with unique and privacy-centric data that enriches that media – a core strength of 1plusX. 

1plusX offers a first-party data platform that competes with traditional data management platforms (DMPs). While most traditional DMPs only provide insight into user behaviour, 1plusX’s core product enriches publisher first party data with AI to create precise audience and content profiles in real-time. These profiles can then be activated on relevant channels from mobile to web to connected TV. 

1plusX was founded in 2014 by Jürgen Galler, Thomas Hofmann, Stephanie and Joachim Schoss. A year ago the company closed a financing round led by Swisscanto Invest alongside co-investors BI.GARAGE, INC and DG Daiwa Ventures.

(Press relase / SK)