Affle Acquires Perion For $420 Million
Affle acquires Perion, a company focused on CTV and digital out-of-home, for $420 million, according to AdExchanger. The deal is expected to close in early 2027 and will expand Affle's offerings in developed markets.
Original reporting · adexchanger.com
Original: “Affle Acquires Perion For $420 Million, Because ‘Synergies’”
Read “Affle Acquires Perion For $420 Million, Because ‘Synergies’” at AdExchanger →How this was written. CTCV wrote this article with a language model from AdExchanger’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from AdExchanger’s report
- Affle has acquired Perion for $420 million in cash, expanding its offerings in developed markets.
- The acquisition is expected to close in early 2027 and will bring the combined company's headcount to just over 1,000 people.
- Perion will operate as a wholly owned subsidiary under Affle, with Tal Jacobson staying on as CEO.
Affle, an India-based holding company for mobile ad tech, has agreed to acquire Perion, a company that focuses on CTV, digital out-of-home and retail media, for $420 million in cash, AdExchanger reported. The acquisition is expected to close in early 2027.
Perion's CEO, Tal Jacobson, stated that the term 'synergies' is the best shorthand for what each company is missing that the other can supply. Affle is missing Perion's expertise in CTV and digital out-of-home, while Perion is missing Affle's performance-driven technology for mobile.
The acquisition will expand Affle's offerings in developed markets, particularly in North America, where most of Perion's clients are based. Perion will operate as a wholly owned subsidiary under Affle and will bring the combined company's headcount to just over 1,000 people.
Jacobson will stay on as CEO of Perion, and all Perion employees will be retained. LUMA Partners advised Affle on the deal, which is expected to be completed in early 2027. The acquisition is seen as a merger rather than a sale, with both companies aiming to create a bigger engine of growth.
Perion has made several acquisitions in recent years, including Hivestack, Greenbids, and PRN, and will continue to operate these companies independently under Affle. The acquisition will allow Affle to offer a wider range of services to its clients, including CTV, digital out-of-home, and retail media.
The deal is also seen as a way for Affle to expand its presence in the US market, where Perion has a strong foothold. With the acquisition, Affle will be able to offer its services to a wider range of clients, including big brands and agencies in developed markets.
Questions and answers
Why did Affle acquire Perion?
Affle acquired Perion to expand its offerings in developed markets and to gain expertise in CTV and digital out-of-home.
What will happen to Perion's employees?
All Perion employees will be retained, with Tal Jacobson staying on as CEO.
What is the expected timeline for the acquisition?
The acquisition is expected to close in early 2027.
