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Why Accenture Has Acquired Adaptly

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Dec. 13 2018, Updated 11:26 a.m. ET

Adaptly will help Accenture grow its digital ad-buying business

Accenture’s (ACN) Interactive segment provides marketing-related services to its clients. It entered into the practice of digital ad-buying last year and became a potential threat to ad agencies such as Omnicom (OMC) and WPP (WPP). In the short time since then, Accenture has managed to win clients such as HP (HPQ) and Radisson Hotel Group to manage their digital media operations.

Yesterday, Accenture announced that it would acquire Adaptly, “a digital media services company that enables the world’s leading brands to manage data-driven campaigns across prominent digital advertising channels and platforms.”

Currently, the digital ad market is dominated by Google (GOOG) and Facebook (FB), and Adaptly helps advertisers to buy ads across these platforms. Sprint (S) is one of Adaptly’s major clients.

According to Accenture, “Adaptly’s digital media services will specifically support Accenture Interactive’s ability to activate, optimize, and measure media cross-platform and help advertisers drive superior business outcomes.” Adaptly will help Accenture grow its digital ad-buying business.

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