Specific Media expands UK footprint

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Specific Media has announced its acquisition of leading European advertising network Adviva. Terms of the deal were undisclosed.

Aviva, an 8-year-old ad-serving company with offices in the UK, Germany and France, is expected to provide Irvine, CA-based Specific Media's reach with a variety of targeting methods.

Company representatives claimed that, post-acquisition, the combined companies will become the fourth largest ad network in the UK, reaching 25.9 million unique UK users.

Specific Media has anonymous data on 365 million consumers globally and the acquisition of Adviva gives the company the opportunity to use the UK and European portions of that data, the company said.

Specific Media claims a reach of 140 million unique users in the US. Last year it saw the addition of 50 employees. It was undisclosed at press time whether or not its acquisition of Adviva would involve an additional hiring wave.

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