China's digital marketing landscape continues to grow, with Innotech Capitals' Ad-Juster acquisition a pivotal move. (Photo : Getty Images)
Chinese private equity firm Innotech Capitals purchased advertising automation specialist Ad-Juster. The Shanghai-based investment arm of Innotech International Group sees the takeover as a boost for its plans to go global.
The acquisition comes as a boost to Chinese efforts in creating global ecosystems for advertising technology, following Beijing Miteno Communication Technology's $900-million-purchase of Media.net last year. The move comes amid growing recognition of advertising technology's constant development.
Oliver Chen, Innotech Capital's founder and a former PepsiCo executive, eyes the creation of the world's largest advertising technology ecosystem through his firm's acquisitions, as the firm also plans to use its own incubators for the endeavor, CMS Wire reported.
Innotech Capitals' investment in early-stage startups is an exercise in diversification. The firm intends to up the ante on digital marketing with its plan for an advertising technology ecosystem. Ad-Juster, with its acumen in managing advertising campaigns, stands as a highly-strategic acquisition.
As the first U.S.-based company bought by Innotech Capitals, Ad-Juster is set to provide the firm with a vast network of best practices for advertising automation. Venture Beat reported that Ad-Juster's technologies have enabled its clients to generate advertising revenues of up to $10 billion yearly.
Ad-Juster has developed products that enabled advertisers to benefit in the following areas: advertising viewability, automated buffer optimization, display advertising reporting, mobile and video reporting programmatic reporting, and third-party data aggregation, among others.
Mike Lewis, Ad-Juster president and co-founder, applauded his firm's acquisition by Innotech Capitals. He emphasized that the takeover will result to greater expansion opportunities for his firm, largely due to the resources its new owner will provide.
But despite the takeover, Ad-Juster will retain its business model and culture, both of which have become the source of the company's success. Along with that comes the retention of the present management team, although Innotech Capitals won't divulge to the public details on the takeover.
