Livingstone’s Media & Technology team has advised the owners of Adtoox on the 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.
Through the transaction, Peach acquired 100% of shares in Adtoox. By acquiring Adtoox, Peach expands its footprint into new markets, and will name Stockholm its Nordics hub, with commercial and technical staff on the ground. The acquisition will deliver local services in Sweden, Denmark, Norway and Finland to Peach’s customers globally. Adding innovation across a wide range of services including ad distribution, research and online advertisement, Peach will also bring new digital products to Nordic customers for a true omni-channel experience.
Initially launched in 2007 as an alliance with the ‘Committee of TV Advertisement’ in Sweden, Adtoox was founded by Emil Brolin and Oskar Milton. Adtoox delivers a wide range of services within the scope of ad distribution, research and online advertisement. The objective has been to deliver the easiest, most reliable and powerful ad management service in 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, which manages the world’s advertising content and makes it easy for brands, agencies and media owners to collaborate with each other on a global scale. Peach has been around since 1996 and today, the company operates within 100 countries worldwide.
“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 of making it easy 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 very happy to have been part in Emil and Oscar’s journey which now concludes with a logic deal in line with the ongoing consolidation of the ad delivery and management market. Peach is an ideal partner with significant scope for synergies and joint scale”, says Thomas Karlsson, Partner at Livingstone.
Livingstone’s team has thereby completed another Media & Technology transaction, following deals such as the sale of Bombayworks to Storskogen and the sale of Fastighetssverige and Lokalförlaget to Byggfakta Group
Livingstone was the exclusive financial advisor and TM & Partners was legal advisor to Adtoox during the sales process.
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- Thomas Karlsson
Partner Stockholm GöteborgAdtoox is an amazing platform-business with a unique market position in the Nordics and an expanding international footprint. We are very happy to have been part in Emil and Oscar’s journey which now concludes with a logic deal in line with the ongoing consolidation of the ad delivery and management market. Peach is an ideal partner with significant scope for synergies and joint scale.