Tremor International said that it was combining its Amobee, Tremor Video DSP, Unruly SSP and the Spearad ad server and rebranding the amalgam as Nexxen.
The company said the new unified offering will create simplicity and efficiency for clients.
“We have been operating as one company for a while – completing the integration of Amobee, collaborating across sales teams and working in tandem to support the wider ecosystem – and our new brand name and identity formalize this evolution, allowing us to more cohesively meet your needs,” the company said.
In a blog post,CEO Ofer Druker noted that the new name was a palindrome. “Nexxen is a nod to the end-to-end nature of our platform while also borrowing from the Latin ‘nectere,; meaning to connect or bind. To me, it encapsulates our capacity to link disparate parts of the advertising lifecycle and form something future-facing and impactful, Drucker said.
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“For our partners, Nexxen represents the bridge between the buy- and sell-sides, a maximization of the role technology plays at every stage of the advertising journey. With solutions spanning discovery, planning, activation, data segmentation, optimization and measurement, our product portfolio is built to boost marketers’ working media and publishers’ revenue yield across screens – no matter how far-reaching or hyper-niche their ambitions may be, Druker said.
And for the wider industry and investor community, we believe Nexxen signals a bright future for one of the most comprehensive and scaled omnichannel, horizontal platforms on the open internet,” he said.
Analyst Matthew Swanson of RBC Capital Markets, noted that Tremor has been working to integrate Amobee since acquiring it.
The integration is scheduled to be completed by the second half of the year with managed activity already moved to the new combined platform and the remainder of users expected to be moved by the end of Q2, Swanson said.
"From there, management will sunset the Tremor DSP, which aligns with the current rebranding to Nexxen reflecting the unified end-to-end offering," Swanson said. "Management has continued to make progress on cost synergies now expected to be $65M, but with the rebranding, focus will continue to shift to cross-sell and revenue synergies."
Swanson said the new platform will remain video focused with an even greater emphasis on CTV, including Amobee technology to help customers with a unified approach to linear and CTV, as well as differentiated ACR data from its partnership with VIDAA.
Tremor International also intends to change the listed Tremor International Ltd. parent company name to Nexxen International Ltd., subject to a shareholder vote at the company’s upcoming annual general meeting.
