Deutsche Post is targeting new business areas in the internet with the takeover of nugg.ad AG,Europe’s largest targeting platform offering efficient solutions for specific online
advertising.With this investment in the leading targeting technology, the group has expanded its presence inonline marketing opening up new growth areas in line with its 2015 Strategy. Due to sinkingrevenues in its traditional mail business, Deutsche Post is increasingly focusing on the internetfollowing the recent launch of its electronic letter.
The acquisition price was not disclosed. Deutsche Post has taken over the shares of the threefinancial investors including BMP, Media Ventures and European Funders Fund. The nugg.ad managementhas also given up its shares but committed itself to stay in the company for three years, accordingto German media reports.
As a Deutsche Post subsidiary, nugg.ad will continue to operate as an independent targetingservice provider for marketers and advertising agencies from the company’s headquarters in Berlin.The company’s structure remains unchanged and will be further expanded, Deutsche Post said in astatement.
Online targeting includes directed modulation of display advertising on websites to achieve thebiggest publicity value possible. With its targeting platform across sectors and the implementationof completely new approaches for branding campaigns, nugg.ad provides services for numerous playersin the online advertising market such as publishers and media agencies.
“nugg.ad fits perfectly with Deutsche Post’s portfolio. Its solid track record of success andinnovation strength, as well as its clear focus on data protection and sustainability impressedus,” said Jürgen Gerdes, Deutsche Post mail and parcels chief. “We are confident that we willestablish our position in the online advertising market with nugg.ad providing a lastingindependent technology platform for the European market,” he added.
“Since the company was founded in 2006, nugg.ad has not only been the initiator but has alsodriven innovation in the area of targeting. Deutsche Post has acknowledged this and will implementthe vision of predictive behavioural targeting with nugg.ad as a solution for digital brandmanagement for the future and establish it as a market standard,” Stephan Noller, CEO of nugg.ad,commented.
Jens Spyrka, Chairman of the Supervisory Board at nugg.ad and representative of the leadinginvestor BMP Media Investors, confirmed the clear potential of the takeover to help the companygrow further.
With the unique principle of predictive behavioural targeting, nugg.ad offers customised,cooperative solutions that make it possible for online marketers, agencies and advertisers toincrease the efficiency, performance and branding impact of their online campaigns. Throughnugg.ad, target groups for real-time online campaigns can be booked instantly and in a standardisedformat from any nugg.ad client. Based in Berlin, the company has branch offices in London, Paris,and Warsaw.
