Livingstone has advised the owners of Adtoox on a sale to Peach, a portfolio company of Inflexion Private Equity. Livingstone was the exclusive financial advisor to Adtoox and led a highly efficient sales process using the team’s transaction expertise in the Media & Technology sector.
Emil Brolin and Oskar Milton founded Adtoox in 2007, initially launching the Company as an alliance with the ‘Committee of TV Advertisement’ in Sweden. Adtoox delivers a wide range of services within the scope of ad distribution, research, and online advertisement. The Company positions itself as the easiest, most reliable, and powerful ad management service on the market. Over the years, Adtoox has built a well-established customer portfolio with strong customer relations.
Peach is a global video ad management platform that manages the world’s advertising content and makes it easy for brands, agencies, and media owners to collaborate on a global scale. Peach has been around since 1996, and today, the company operates within 100 countries.
Peach acquires 100% of shares in Adtoox. Peach expands its footprint into new markets with the acquisition and will name Stockholm its Nordics hub, with commercial and technical staff on the ground. The acquisition adds innovation to a wide range of Peach services, including ad distribution, research, and online advertisement, to build a true omnichannel experience for global customers.
“We are excited to welcome Adtoox to the Peach team. In the 14 years since founding, Adtoox Emil and Oskar have built a strong team and product range, which is a leading platform used by brands, agencies, and media owners to deliver ads in the Nordics. We have a shared vision to make it easier for our customers to manage the workflow of advertising content and data between brands, production companies, agencies, and media owners,” said Ben Regensburger, CEO at Peach.
The sale of Adtoox to Peach marks another important milestone in Livingstone’s rapidly expanding Media & Technology practice. “Adtoox is an amazing platform-business with a unique market position in the Nordics and an expanding international footprint. We are pleased to have been part of Emil and Oscar’s journey to find an appropriate partner. Peach is an ideal partner with significant scope for synergies and joint scale,” said Thomas Karlsson, Partner at Livingstone.
This transaction follows recent Media & Technology transactions, including the sale of Bombayworks to Storskogen and the sale of Fastighetssverige and Lokalförlaget to Byggfakta Group.
TM & Partners was the legal advisor to Adtoox during the sales process.