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ProSiebenSat.1 Media SE announced last week the acquisition of the e-commerce marketer Kairion from Cocomore AG, “to strengthen its activities in the ad-tech sector.”
In a press release, ProSiebenSat.1 says that Kairion aggregates the advertising environments and data of over 80 online shops, an activity known as retail media. Advertisers can tailor and target their messages to what the shoppers are actually interested in buying. The company, with headquarters in Frankfurt, will be part of Advertising Platform Solutions, where ProSiebenSat.1 bundles all of its ad-tech activities.
Kairion offers advertising customers the opportunity to place adverts in the combined advertising space of the participating retailers. The advertisers benefit from the fact that their messages are shown at the precise moment when consumers have already signaled an intention of making a purchase. Kairion makes this possible with real-time targeting toward this interest. In addition, Kairion allows TV branding campaigns to be extended seamlessly into retail.
Kairion is a leader in the healthcare segment, in particular, capitalizing on around 30 million shop visits to participating e-commerce platforms in the FMCG, consumer electronics and petcare sectors.
By acquiring Kairion, ProSiebenSat.1 is not only stepping up its involvement in the ad-tech sector but also in online and offline retail: With marktguru, for example, the Company offers brick-and-mortar retailers a corresponding platform for accompanying consumers right up to PoS. This is complemented by Kairion, which provides the same opportunity on e-commerce platforms. In fall 2017, ProSiebenSat.1 Group also agreed on a data partnership with Retail Media Group (RMG) in order to offer more precise targeting products on the basis of pseudonymized customer data from RMG’s retail partner network (including MediaMarkt, Saturn, real and Thalia).
Besides Kairion, ProSiebenSat.1’s investments and activities in the ad-tech sector, which it bundles at Advertising Platform Solutions, include the German ad-tech holding company Virtual Minds, the video advertising network SMARTSTREAM.TV, the content marketplace glomex and – subject to review by antitrust authorities – the influencer marketing platform buzzbird and the social advertising company esome. The Group is also steadily advancing the internationalization of the sector, for instance via the European joint venture EBX.