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 doesnâ€™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.
â€śWe had a long discussion over fifteen months,” said Dominique-SĂ©bastien-Forest, vice president, national digital solutions at TC Media. “Itâ€™s not just a numbers deal on paper. Itâ€™s two people getting married who really love each other,â€ť
â€śWe have a real-time bidding and private exchange platform that was interesting to TC Media,â€ť said Chris Patheiger, Redux’ vice-president of marketing and communications. â€śThey had capabilities we didnâ€™t have, and vice-versa. This was a case of one plus one equals three.
â€śThis 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 didnâ€™t previously have access to,â€ť added Patheiger. â€śThe structure of the transaction is that theyâ€™re not swallowing us whole. Weâ€™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.â€ť