ISP Digital, the marketing holding company, buys US company Anagram

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Integral service around a transaction
BY : Diego GutiérrezMay Tue, 2017
Anagram is a programmatic buying company, enabling large advertisers and agencies to efficiently and transparently run their own programmatic advertising campaigns.
 ISP Digital, corporate finance analysis

ISP Digital is a group of technology companies in the field of Digital Marketing. In 2014, the Rodés family united the companies Acceso, Antevenio and Digilant under the same umbrella with the aim of offering complete digital marketing solutions to their clients and to be strong and grow in the international market.

 The union of these companies has resulted in a remarkable growth of the group. It has recently opened offices in the UK, Italy, Chile and Peru, and has strengthened its presence in Mexico. Overall, ispDigital has more than 1,000 customers and 600 employees in 14 markets in Europe, the United States and Latin America. 80% of its turnover comes from outside Spain.

Access offers tools and services for listening and analysing media and social media content to generate insights and marketing and communication strategies.

Antevenio, It operates vertical portals, offers email marketing solutions and has an extensive premium media advertising network. It was the first Spanish SME to go public; it has been listed on the NYSE-Alternext market in Paris since 2007.

Digilant, Leading global programmatic ad buying company.

ISP Digital, the marketing holding company, buys US company Anagram


About Anagram

Founded in 2015, Anagram is an advertising agency specialising in programmatic marketing, a tool designed for advertisers who opt for an in-house operating model. The firm offers its clients full access and control over their platforms and helps them build and optimise their marketing strategies, bringing greater efficiency to their campaigns. The company currently employs ten people, although its turnover is not yet significant.

Differential value of the operation

Anagram will be integrated into Digilant, which, in addition to strengthening the ISP's position in the US, will offer brands a full range of services for their programmatic buying investments.

The combination of Digilant's products, technology and services with Anagram's experience and know-how gives us great potential for growth in the area of ad-hoc services, which is what differentiates us from other programmatic providers,' explains David Rodés, Director of Corporate Development at ispDigital.

The deal reaffirms ISP's goal of becoming one of the largest digital advertising and marketing holding companies in the market. A few months ago, the group launched a takeover bid for the 44.54% of Antevenio that it did not control, excluding treasury shares. The offer was accepted by several minority shareholders, allowing ISP to acquire an additional 32.2% in the company for €8M, giving it the current 83% (C&C No 188). A few weeks earlier, the entity had bought the 11.89% stake in Antevenio held by Joshua Novick, the firm's CEO.

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