Today, Ströer signed the purchase agreement to acquire a majority shareholding in the Hamburg-based start-up Yieldlove, a German optimisation platform for the programmatic marketing of digital web inventories.With the acquisition of Yieldlove, Ströer is diversifying and expanding its own offer in webpage marketing. Classic full marketing will continue to run through the marketer with the greatest reach in Germany, Ströer Digital. However, Ströer is now also providing standardised, technological marketing for broad-reach publishers through Yieldlove. Yieldlove technology will simultaneously be integrated into the Ströer SSP platform. This will provide connectivity with other platforms via header-bidding operations. This will lead to more pressure on demand and auction, which will generate increased eCPMs at full capacity, and therefore also lead to further improvements in the monetisation of the premium publisher inventory maintained by Ströer.“With this acquisition, we are creating valuable synergies and can offer our publishers on both sides the best possible monetisation in the market: on the one hand, by connecting to Ströer’s private marketplace, Yieldlove publishers will receive access to our attractive premium business with renowned direct customers, as well as to the agency trading desks. On the other hand, we will also very soon be able to offer our premium publishers a further tangible optimisation of their programmatic marketing yields by utilising the market-leading header-biding technology,” says Christopher Kaiser, CEO of the Ströer Digital Group. “The merger with Ströer will provide us with the opportunity to connect our market-leading optimisation technology with the largest private market place in Germany. As a young company, we will be able to grow even faster with Ströer, improve our ties to the demand side and significantly increase investments in the technological development of our platform. Ultimately, in this way, we will be able to generate even higher eCPMs for our publishers, which will make us even more attractive as a programmatic marketing partner. Together with the Ströer Group, we will continue to drive our internationalisation,” says Timo Hagenow, CEO of Yieldlove.
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