Justtag, a Warsaw, Poland-based provider of a data-as-a-service platform, acquired Relevant Audience, an Espoo, Finland-based company providing segmented data, delivered to advertisers through programmatic buying.
The amount of the deal was not disclosed.
The acquisition of Relevant Digital will allow Justtag to deploy in a further five countries – Finland, Sweden, Denmark, Norway and Latvia, by taking over Relevant Digital’s contracts with publishers and customers in this region
Led by Tomasz Chłodecki, president and co-founder, Justtag Group provides a suite of AI-enabled products that span all key marketing channels, including programmatic, social media or DOOH. The company plans to further develop its proprietary AI-based system, JustID, into the standard for identifying users on the open internet, after disabling 3rd party cookies with the Relevant Digital acquisition part of a strategic move into a new market.
JustID is currently the largest user identification system in Poland on the open Internet. It is an alternative to the 3rd party cookies, currently used by website partners to create online user profiles based on their past behavior and search history to display ads to specific users based on the data collected about them. However, 3rd party cookies are due to be disabled by the end of next year. The JustID identifier provides a viable alternative and has already been implemented by over 150 leading websites in Poland.
Headquartered in Warsaw, it is already the largest supplier of data for programmatic campaigns implemented in Poland, with information on over 85 percent of Polish Internet users within its database. The company has also expanded its presence in the region to markets such as Hungary and Serbia, recording double-digit revenue growth in 2023 and a simultaneous triple-digit growth in EBITDA.
Justtag assists over 200 advertisers in the region. Currently, it is developing its technology in several countries in Europe, working for clients such as BP, McDonald’s, Sephora, OBI, Żabka and the OMV gas station chain operating in 9 markets outside Poland.
FinSMEs
07/11/2023