US firm Extreme Reach has moved to acquire UK MarTech Adstream. 

Headquartered in London, Adstream is a global provider of digital asset management, creative logistics and analytics solutions which employs 400 people across 33 offices. 

Described as the world’s most powerful cross-media advertising content delivery platform, it enables brands and agencies to manage, deliver and report on campaign assets at scale.  

Extreme Reach, based outside Boston, says the deal will provide brand marketers with a one-stop brand activation platform. 

The marketing and advertising ecosystems confront an increasingly fragmented media landscape, particularly when it comes to video.

“Our companies have shared a mission from day one to connect and simplify every inter-related step in brand campaign activation, no matter how complex the media landscape becomes,” said Tim Conley, CEO and co-founder of Extreme Reach.  

“This acquisition gives us the global scale to transform creative asset management and omni channel campaign activation worldwide, setting a new standard that meets today’s challenges. 

Adstream CEO Daniel Mark said: “In joining Extreme Reach, we provide brands worldwide with a competitive edge, enabling them to move quickly and flawlessly, with more insights at their fingertips. 

“Our companies share a common philosophy and are aligned at a strategic level. In joining Extreme Reach, we answer the call from our global clients with the integration of video ad serving and talent and rights management to all we do today.  

“Together we are excited for this defining moment, not only for our clients around the world but also for our teams as well.”

The transaction is expected to close in the second quarter of 2021.  

Three Adstream executives will take on leadership roles within the combined business: Daniel Mark, as Chief Strategy Officer, Katie Nykanen as Chief Product Officer and Tim Emly, as SVP Finance.