Publicly traded ad management and distribution company Digital Generation, better known as DG, is announcing that it has acquired ad startup Republic Project for $1.4 million in cash, with additional earn outs based on revenue and profitability.
The startup launched in 2009 as a way for artists and labels to sell pre-ordered music to fans. Since then, Republic Project has evolved into a broader ad platform that allows customers to create rich media ads that run on multiple platforms and devices, and to update their campaigns in real-time.
Republic Project raised $1 million in funding last year from Google Ventures, 500 Startups, and others.
Last year, DG acquired ad tech company Peer39 for $15.5 million. In the press release announcing the acquisition, DG CMO Ricky Liversidge said this deal will boost his company’s efforts “to integrate and innovate within areas such as social and mobile, while making sure advertisers can move quickly within a data driven landscape.” And Republic Project CEO AJ Vernet said joining DG will allow his team to “fast track our solution globally.”
The companies say the entire 11-person Republic Project team will be joining DG’s Los Angeles office.