Peter Danks

Posted on May 6, 2020 by staff

Carbon DMP acquired from Havas Group

Peter Danks

Glam Holdings, owner of ex-billion-dollar Mode Media, BrideClick, and Glam Inc, has acquired data management platform Carbon DMP from Havas owned Clicksco.

The deal is hoped to create a new AI and data platform for publishers trading under the Carbon brand, to be launched In July 2020.

North East data management platform Carbon was launched by ex-Googler Pete Danks. Its acquisition by Glam Holding is the latest in a string of deals, and part of a wider goal to disrupt the publishing sector.

The firm has been building a real-time revenue measurement and attribution platform for publishers which will now include Carbon’s technology.

“Carbon’s unrivalled taxonomy, and monetization offering was exactly what we were looking for and we were keen to move into a more strategic partnership” said Mark Lee, CTO for Glam holdings.


Danks, who will lead the combined business, said: “Merging the two platforms allowed us to plan something bigger than the sum of its parts, and solve problems for publishers in a way nobody else can legitimately point to right now”

Once live, the combined entity will process almost 1 billion users every month, transacting over 2bn daily data points in real-time.

“Both Carbon and Glam come from publishing businesses, so we really get it. Everything we do is built to solve real and specific challenges for publishers” said Danks.

“Our mission will be based around adding tangible value to the publishing space – we will be evolving well beyond the DMP space to become a partner across the entire revenue operation, rather than just another tech vendor.”

Carbon’s relaunch is scheduled for early July and will updated real-time revenue measurement and attribution analytics and enhanced monetization offerings.

The company, led by Danks, will include award-winning data-scientists based in Teesside as well as offices in London, New York, Hyderabad and Perth (Australia).