ProSiebenSat.1 Acquires E-Commerce Marketer Kairion

  • Kairion aggregates media and data of over 80 online shops
  • Company complements Advertising Platform Solutions’ ad-tech portfolio 

Unterföhring/Frankfurt am Main, January 4th, 2018 – ProSiebenSat.1 Media SE continues to strengthen its activities in the ad-tech sector and is acquiring the e-commerce marketer Kairion from Cocomore AG. The company aggregates the advertising environments and data of over 80 online shops, an activity known as retail media. Advertisers can tailor and target their messages to what the shoppers are actually interested in buying. The company, with headquarters in Frankfurt, will be part of Advertising Platform Solutions, where ProSiebenSat.1 bundles all of its ad-tech activities.

Kairion offers advertising customers the opportunity to place adverts in the combined advertising space of the participating retailers. The advertisers benefit from the fact that their messages are shown at the precise moment when consumers have already signaled an intention in making a purchase. Kairion makes this possible with real-time targeting toward this interest. In addition, Kairion allows TV branding campaigns to be extended seamlessly into retail.

Kairion is a leader in the healthcare segment in particular, capitalizing on around 30 million shop visits to participating e-commerce platforms in the FMCG, consumer electronics and petcare sectors.

Dr. Jens Mittnacht, Managing Director of Advertising Platform Solutions:
“Kairion combines the ability to appeal to precise target groups with a high level of data expertise, thus offering high reach for digital advertising offers and valuable target-group insights, for example regarding specific buying interests. Going forward, this will also be of benefit to our future technology of Addressable TV, allowing us to offer our advertising partners a modulation of their campaigns that is more targeted and thus more efficient.”

Vikrant Agrawal, Managing Director of Kairion:
“Together with ProSiebenSat.1 Group, Kairion now offers advertising customers the ability to directly extend branding campaigns to online retail. We are delighted that this will also make Kairion of interest to more major retailers from every sector.”

By acquiring Kairion, ProSiebenSat.1 is not only stepping up its involvement in the ad-tech sector, but also in online and offline retail: With marktguru, for example, the Company offers brick-and-mortar retailers a corresponding platform for accompanying consumers right up to PoS. This is complemented by Kairion, which provides the same opportunity on e-commerce platforms. In fall 2017, ProSiebenSat.1 Group also agreed a data partnership with Retail Media Group (RMG) in order to offer more precise targeting products on the basis of pseudonymized customer data from RMG’s retail partner network (including MediaMarkt, Saturn, real and Thalia).

Besides Kairion, ProSiebenSat.1’s investments and activities in the ad-tech sector, which it bundles at Advertising Platform Solutions, include the German ad-tech holding company Virtual Minds, the video advertising network SMARTSTREAM.TV, the content marketplace glomex and – subject to review by antitrust authorities – the influencer marketing platform buzzbird and the social advertising company esome. The Group is also steadily advancing the internationalization of the sector, for instance via the European joint venture EBX.


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