Undertone, a leading startup in high-quality cross-screen digital brand advertising, has acquired Sparkflow for a deal less than $20 million.
Founded in 2013 by Sebastian Alberto Miret, Gabriel Sanchez Catena and Rodrigo Oscar Vazquez, Sparkflow is an all-in-one platform for cross-screen rich media advertising. The platform was designed for the mobile advertising era using HTML5 and responsive design to deliver formats without any issues to devices with unique social, video and interactive capabilities. The founders are a team of digital marketing and advertising veterans with more than ten years of experience in field of media advertising.
“The Sparkflow platform with its focus on building high impact, cross-screen advertising formats that are designed to capture consumer attention, is a natural fit for Undertone,” said Undertone CEO Corey Ferengul. “Sparkflow was built as a mobile first platform, which we found very attractive. The platform will empower us to bring sophisticated, groundbreaking advertising formats to market even faster, while giving our clients a seamless way of quickly delivering creative that’s both beautiful and engaging,” added Ferengul.
The deal boosts Undertone’s core capability of bringing unique, high impact formats to market and simplifies the process of building unique, high impact formats to market and simplifies the process of building cross-screen advertisements, opening up new creative possibilities for marketers and agencies. The acquisition indicates Cygnus Capital, venture capital firm focuses on digital economy, first important achievement.
Undertone will bring in Spark’s capabilities into its Virtuoso platform, forming an end-to-end technology stack focused on the creation, data-driven delivery and analytics of high-impact advertising formats across screens, channels and devices. The company also intends to use the platform to create new openings for publishers, paving a way to quickly develop and make use of the valuable advertising formats. Both programmatic and traditional digital advertising distribution channels will provide solutions.
Gabriel Sanchez Catena, CEO of Sparkflow said, “Undertone has a long history of delivering innovative market-leading ad formats designed to grab attention for brands.” She also added, “This makes us extremely excited about the acquisition because the Sparkflow platform is the perfect complement to Undertone’s core mission. Sparkflow’s capabilities will support, enhance and extend Undertone’s capacity to create engaging, feature-rich experience for brands across top mobile and desktop properties.”