As part of its effort to expand its online advertising network, TC Media has announced the acquisition of a majority stake in Redux Media.
With the new partnership, TC said its number of unduplicated unique visitors per month reaches 18.7 million, representing more than two-thirds of all online Canadians.
Redux Media provides behavioural, site-specific, channel and run-of-network advertising placements. While it doesn’t own any sites outright, it represents such specialty sites as the entertainment-focused TheRogueNetwork.net and the financially focused TheStreet.com and MainStreet.com.
“We had a long discussion over fifteen months,” said Dominique-SĂ©bastien-Forest, vice president, national digital solutions at TC Media. “It’s not just a numbers deal on paper. It’s two people getting married who really love each other,”
“We have a real-time bidding and private exchange platform that was interesting to TC Media,” said Chris Patheiger, Redux’ vice-president of marketing and communications. “They had capabilities we didn’t have, and vice-versa. This was a case of one plus one equals three.
“This relationship with TC strengthens the Canadian market and expands display ads, which are a very valuable commodity. It also gives us access to branded websites that we didn’t previously have access to,” added Patheiger. “The structure of the transaction is that they’re not swallowing us whole. We’re a separate business, brand and culture.
“Redux has built a very healthy biz over past six years and this acquisition really enables us to accelerate our growth.”
