A bit of consolidation in the online advertising world in the UK, and another step to strengthen the ad-exchange business model: Hi-Media, the advertising and payments company, is combining its UK online advertising business with that of Weborama in a new joint venture.
The new company will operate under the Hi-Media UK brand, according to a statement. Paris-based Weborama will continue to operate its technology and data business in the UK under its own name, while also Paris-based Hi-Media says that its digital payments services will operate under its Hi-Pay and Allopass brands.
The new JV will be run by Mathieu Roche; he will also remain in his current role as MD for Weborama UK.
Weborama’s main line of business is in running an audience targeting network, covering data around demographics, interest and intent profiles. That data will now be integrated with Hi-Media’s ad exchange platform, which counts several high-traffic sites as clients, including the listings site Visit London, the Football League, DatingDirect, the news aggregator Newsnow, Freeads and event ticketing site See Tickets.
Hi-Media UK says that it is ramping up the number of publishers on its ad exchange in coming months, and it will also be adding in more rich-media ad formats to the service. The company has already seen a healthy business in the area of online advertising: together with its payments business, Hi-Media reported revenues of over €220 million in 2010, compared to €15.2 million for Weborama in the same period.