The Azerion Group NV announced today, November 11, 2024, the acquisition of Goldbach Austria GmbH, marking a significant expansion in the DACH region's digital advertising landscape. The Amsterdam-based digital advertising and entertainment media platform will integrate one of Austria's prominent advertising companies into its operations, pending approval from Austrian competition authorities.

According to Sebastiaan Moesman, Chief Strategy Officer at Azerion, this acquisition represents a strategic milestone for the company's presence in German-speaking markets. The deal encompasses Goldbach Austria's complete business operations, including existing client relationships and partnerships. The experienced team at Goldbach Austria will maintain their positions, ensuring continuity in customer relations and operational functions within the Azerion Group framework.

Goldbach Austria, headquartered in Vienna at Laimgrubengasse 14, brings substantial expertise in multiple advertising channels. The company specializes in TV, Advanced TV, Online, Mobile, and Digital Out-of-Home advertising, with a particular focus on multi-screen networking and targeted audience engagement.

The integration maintains the Goldbach brand identity for the immediate future. Josef Almer, CEO of Goldbach Austria, emphasized the opportunities this merger presents, highlighting Azerion's technological capabilities and extensive resources across screen media. Meanwhile, Christoph Marty, CEO of the Goldbach Group, expressed confidence in the partnership's potential for mutual success.

Understanding the market impact

Digital Advertising Technology

The merger combines Azerion's proprietary technology with Goldbach's established market presence. Founded in 2014, Azerion operates across 26 global cities, providing advertisers with efficient access to audiences through secure, high-quality marketing environments.

Market Position Analysis

Goldbach Austria's market position stems from its comprehensive service portfolio. The company operates through two main entities: Goldbach Audience Austria and Goldbach Media Austria, serving various advertising channels including television, digital platforms, and out-of-home media.

Strategic Integration

The acquisition strengthens Azerion's position as a major player in the DACH region's digital advertising market. The company's expansion strategy focuses on leveraging local expertise while implementing advanced advertising technologies.

The evolution of digital advertising in Austria

Historical Context

Goldbach Austria emerged as a significant force in Austrian advertising through its dual-company structure. The company's development reflects the broader evolution of digital advertising in the DACH region, particularly in multi-screen networking and targeted audience engagement.

Market Transformation

The digital advertising landscape in Austria has seen significant changes, with Goldbach Austria adapting through innovative product offerings and strategic partnerships. The company's expertise spans traditional television advertising to advanced digital out-of-home solutions.

Regional Integration

Goldbach Austria's position in the market is reinforced by its extensive team of professionals. The company maintains a strong presence in Vienna, with specialists across various advertising disciplines, from digital out-of-home sales to advanced TV solutions.

The future of Digital Advertising

Technological Advancement

The merger positions both companies to leverage combined technological capabilities. Azerion's platform technology will complement Goldbach Austria's market expertise and client relationships.

Market Development

The acquisition represents a significant development in the consolidation of European digital advertising markets. The combined entity aims to deliver enhanced advertising solutions while maintaining strong local market presence.

Industry Impact

This strategic move signals continued evolution in the digital advertising sector, particularly in the DACH region. The merger creates opportunities for innovative advertising solutions and market development.

Key Facts

• Announcement Date: November 11, 2024
• Acquiring Company: Azerion Group NV (Listed on EURONEXT: AZRN)
• Target Company: Goldbach Austria GmbH
• Location: Amsterdam/Vienna/Küsnacht
• Goldbach Austria Services: TV, Advanced TV, Online, Mobile, Digital Out-of-Home advertising
• Deal Status: Pending approval from Austrian competition authorities
• Goldbach Brand Status: Retained for immediate future
• Azerion Global Presence: 26 cities worldwide
• Goldbach Austria Location: Laimgrubengasse 14, 1060 Wien
• Current Management: Josef Almer (CEO Goldbach Austria)
• Parent Company Connection: Previously part of TX Group