Wait a minute -- isn't it usually the other way around? An agency buys a service they can then offer to their clients? Not this time. Digilant, provider of programmatic ad-buying solutions and services, has announced that it has acquired Anagram, a programmatic marketing agency. Anagram was founded in 2015 and bills itself as “bringing clients a fully transparent approach to programmatic marketing” and giving their clients “full access to and control over their platforms while helping them build their own capabilities.” The acquisition of Anagram will expand Digilant's programmatic capabilities to offer a full range of ad agency-style services. Of the acquisition, Digilant CEO Alan Osetek said: "By combining our products and technology resources with Anagram's expertise, we will have the flexibility to grow our very hands-on services that set us apart from other programmatic providers. We believe that Digilant's customized programmatic approach, aligned closely with what an advertiser needs to leverage their data and resources, helps our clients compete in a very crowded digital buying marketplace." advertisement advertisement Both Adam Cahill, founder and CEO of Anagram and Colin Brown, Chief Media Officer, will join the executive management team. Together they bring 20 years of digital agency experience to Digilant. Adam Cahill will be joining Digilant as president of the US market and will be responsible for all of the US business and operations. Prior to launching Anagram, Cahill’s agency roles included chief digital officer at Hill Holliday, EVP and co-media director at Hill Holliday, and SVP, general manager of Carat in Boston. Cahill commented: "As marketers shift more of their budgets toward programmatic ad-buying platforms, we are excited for the opportunity to join a Boston-headquartered company, that can help us grow our business globally. We want to continue to add value in the programmatic space and we are confident that as part of Digilant all of Anagram's employees will be given the opportunity to achieve their goals."
Digilant, the Boston-based provider of programmatic ad-buying solutions, has acquired programmatic marketing agency Anagram. The acquisition is a big win for both companies, which have been struggling to compete with Google and Facebook in this space.