We see several potential drivers of synergies and growth. Firstly, with Smaato’s reach of 1.3bn users, the combined reach is to grow
substantially to 1.8bn to 2.0bn users, increasing critical mass. Furthermore, Smaato’s software supports all major ad formats. This should
particularly help win over larger publishers. Synergies arise from the integration of MGI’s demand side platform and the leveraging of Verve’s
ATOM technology. In addition, there should be substantial cost synergies as Smaato’s IT can benefit from MGI’s very favourable outsourcing
contracts (e.g. with AWS). Finally, both Verve and Smaato have substantial administrative functions in Hamburg, which should support
smooth integration.
mgi-se.com/wp-content/uploads/2021/07/...date-20210720-en.pdf