Nasdaq, the American stock exchange, recently announced its plans to acquire Adenza, a digital advertising technology company based in the United Kingdom. The deal is worth $10.5 billion, which will be paid in a combination of cash and stock options.
The acquisition of Adenza is an important step for Nasdaq as it seeks to expand its reach within the advertising industry. Adenza specializes in programmatic advertising, which is the automated buying and selling of digital ads. This technology has become increasingly popular in recent years, as it allows for more efficient and targeted ad placement.
The acquisition will give Nasdaq access to Adenza’s technology and expertise in programmatic advertising. This will allow Nasdaq to offer its clients more sophisticated and targeted advertising capabilities.
The deal has been met with enthusiasm from both companies. Adenza’s CEO, Tom O’Regan, said in a statement, “We are thrilled to join forces with Nasdaq, and we believe that this acquisition will enable us to greatly expand our reach and impact in the advertising industry.”
Meanwhile, Adena Friedman, the CEO of Nasdaq, said, “This acquisition is a testament to our commitment to staying at the forefront of the digital advertising industry. We believe that Adenza’s technology and expertise will be instrumental in helping us achieve this goal.”
The acquisition is expected to be completed by the end of the year, pending regulatory approval. The terms of the deal include $5.25 billion in cash and $5.25 billion in stock options.
Overall, the acquisition of Adenza is a major move for Nasdaq, as it seeks to expand its reach and offerings within the advertising industry. With the programmatic advertising market set to continue growing in the coming years, Nasdaq’s acquisition of Adenza positions the company well for future success.