CentralNic has made yet another acquisition, this time of a young Israeli online marketing company in a deal worth up to $19 million.
The company said it is buying M.A Aporia Ltd for $11.2 million, with the possibility of up to an extra $7.8 million in performance-related payouts by 2024.
Aporia provides services that research audiences and target advertising. CentralNic said it had revenue of $35 million last year, along with gross profit of $3.5 million and EBITDA of $2 million.
But CentralNic said the company is an exclusive supplier and therefore won’t increase its top line in the short term. Instead, it will improve margins and earnings by cutting out a middleman from the online marketing business.
CEO Ben Crawford described the move as “disintermediating the value chain… removing transaction costs and friction losses”.
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