Appealing Media
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YuMe acquires UK mobile ad company Appealing Media, opens European office

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Silicon Valley’s YuMe has acquired Appealing Media, a leading mobile adverting company in the UK whose customers include ESPN, IPC Media, Bauer Media, and Universal McCann. Terms are undisclosed.

YuMe, which is heavily funded to the tune of $51m (CrunchBase), is also launching YuMe Europe and opening a new office in London. Obviously, the acquisition of Appealing Media is part of this international expansion.

YuMe is described as a “relevant” (targeted) video advertising platform, with its flagship technology dubbed the YuMe Relevance Engine. It’s designed to match “the right ad to the right audience on whatever screen they are viewing” whether that be PC, mobile, or connected TV. It’s used in both YuMe’s own ad network at its broader ad management offering. YuMe Europe will offer this technology to advertisers and publishers in the region.

Meanwhile, the purchase of Appealing Media is said to bring “seasoned executives and tested technology and network properties” to YuMe.

YuMe is backed by Accel Partners, BV Capital, DAG Ventures, Khosla Ventures, Menlo Ventures, and Intel Capital.