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AcuityAds to buy Visible Measures

Toronto-based advertising technology company AcuityAds has signed an agreement to acquire Visible Measures of Boston, a company specializing in programmatic online and television video advertising. According to the company, the purchase is worth US$10 million in cash. AcuityAds plans to add Visible Measures' video analytics system to its own digital media marketing system.

"We are pleased to announce the second acquisition for AcuityAds in the last six months, this time in the fast-growing video advertising segment," said Tal Hayek, CEO of AcuityAds. "The addition of Visible Measures and their industry leading video analytics technology is a great fit and complement to Acuity's self-serve programmatic platform for marketers looking to leverage a one-stop shop for all their digital marketing needs. We look forward to welcoming the Visible Measures team and their clients to AcuityAds as we strive to offer marketers the best solutions available to enable them to target and connect more effectively with their audiences across all channels and devices."

The transaction is expected to be completed by the end of the month, subject to regulatory approvals and certain other conditions. The boards of each company have already voted in favour of the deal.

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