Orange acquires Unanimis, expands advertising reach to 69% of UK online population

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Unanimis, the UK-based digital advertising network specialising in branded and performance-based display ads, is to be bought by Orange France Telecom. Orange confirmed today that it has acquired 100% of the company, which claims to reach 69% of the online UK population and enjoyed revenues of over £21m in 2008.

The acquisition means that SPARK Ventures will realise its investment in Unanimis and receive proceeds of up to £4.7m, subject to a 50% earn-out arrangement. If the full earn-out targets are reached, SPARK will make a 2.4x return in 2012 on their original £2.1m investment.

One of Unanimis’ strengths is the network of exclusive deals it has secured with sites like Shopping.com as well as other partners like The AA, Ticketmaster, ASOS and the eBay-owned Gumtree. Orange has placed itself at one end of those agreements, and will now be able to reach an estimated 71% of the UK online population (in addition to a weighty percentage in France).

SPARK retains its stake in Unanimis’ spin-out ad server, Open X.

  • stugod

    hope it all goes well for you from stugod

  • http://www.bluemind.nl Ron

    After digging around a bit on the website of SPARK I found that they own 11% of the company. At closing SPARK gets 1.3x their original investment of 2.1m so 2.73m which implies a valuation of almost 25m on 22m revenues or roughly 1.3x revenues. If Unanimis makes the earn-out the valuation will go up to almost 43m. What would you say is this good enough for an advertising network?

  • http://www.ojomoviles.com/noticias/orange-compra-unanimis/ Orange compra Unanimis

    […] una agencia de publicidad online con sede en el Reino Unido, ha sido adquirida por Orange, la operadora propiedad de France […]

  • http://nextupmedia.wordpress.com/2009/08/28/orange-acquires-ad-network/ Orange Acquires Ad Network « NeXt Up Media

    […] digital advertising network specialising in branded and performance-based display ads, is to be bought by Orange France Telecom. Orange confirmed that it has acquired 100% of the company, which claims to reach 69% of the online […]

  • http://live-poiint.net SpiderZ

    Does this network support to all countries? and its better then other adsense or adbrite?
    http://live-point.net

  • http://www.gamblersnation.com/ Gamblers Nation

    I used to work with Unanimis to acquire a certain client users, although the service was very good, the campaign wasn’t very successful…

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