DMS Announces the Acquisition of Traverse Data, Inc. & Enhancements to Its Data Program & Technology Stack

Rhea-AI Summary

Digital Media Solutions (NYSE: DMS) has announced the acquisition of Traverse Data, a company that enhances customer acquisition for advertisers and revenue for publishers. This strategic move aims to scale DMS's data asset and advance its technology roadmap. DMS's audience insights and consumer intent capabilities will improve advertising effectiveness and deliver relevant messaging. The DMS data asset includes 240 million opted-in U.S. adults, generating over one billion intent signals each month. Financial details of the acquisition were not disclosed.

Positive

• Acquisition expected to scale DMS's data asset and enhance technology capabilities.
• DMS's data asset includes 240 million opted-in U.S. adults, expanding audience reach.
• Over one billion consumer intent signals generated monthly, improving advertising targeting.

Negative

• No financial details disclosed, leaving uncertainty about the acquisition's cost.
• Integration challenges with Traverse Data and prior acquisitions could pose risks.

DMS Data & Technology Are Synchronized To Create Personalized Advertising At Scale Across Digital Media Channels

CLEARWATER, Fla.--(BUSINESS WIRE)-- Digital Media Solutions, Inc. (NYSE: DMS), a leading provider of data-driven, technology-enabled digital performance advertising solutions connecting consumers and advertisers, announced the acquisition of Traverse Data, Inc.

Traverse Data leverages the power of data and technology to generate new customers for advertisers and incremental revenue for publishers, via a commercialized audience activation, re-engagement and retargeting platform. Traverse Data helps advertisers identify new audiences that look like their best customers and match emails to website shoppers for re-engagement.

“Efficient and effective advertising requires an understanding of your audience and an awareness of when they’re actively in-market and ready to engage. DMS leverages real-time consumer intent signals to provide the intelligence that defines the path and the power of our advertising efforts. We’re creating real-time personalization at scale to achieve really big results,” commented Jason Rudolph, Chief Technology Officer at DMS.

DMS has long benefited from its data flywheel, which accelerates as advertisers scale their spend with DMS. Increased advertising budgets enable DMS to broaden reach and increase its data asset to better engage and re-engage consumers and deliver stronger advertising ROI to its advertiser clients.

In addition to improving advertising performance, the DMS data asset and technology capabilities work together to enhance consumer experiences by allowing advertisers to better deliver relevant messaging to consumers when they’re ready to buy and seeking options and offers.

The addition of Traverse Data is expected to scale the DMS data asset and accelerate the DMS technology roadmap, implemented to enable DMS to better leverage the Company’s existing data asset. The DMS volume of consumer intent signals increased dramatically with the acquisition of Aimtell in February 2021 and with connections made across the end-to-end DMS technology stack. The DMS data asset, at the end of April 2002, included 240 million opted-in U.S. adults, with as many as 1,100 data points collected per individual. DMS receives in excess of one billion consumer intent signals per month.

“Traverse Data was created to power the advertising industry of tomorrow,” noted Craig Swerdloff, Traverse Co-Founder and CEO. “I’m excited that we’ve found a home for Traverse that we believe will leverage what we’ve built, and a team that will continue to innovate on our platform to create something that can be even bigger and more powerful than what Traverse is today.”

No financial details of the transaction were disclosed.

About Digital Media Solutions

Digital Media Solutions, Inc. (NYSE: DMS) is a leading provider of technology-enabled digital performance advertising solutions connecting consumers and advertisers within auto, home, health and life insurance plus a long list of top consumer verticals. The DMS first-party data asset, proprietary advertising technology, significant proprietary media distribution and data-driven processes help digital advertising clients de-risk their advertising spend while scaling their customer bases. Learn more at https://digitalmediasolutions.com.

Forward-Looking Statements

This press release includes “forward-looking statements” within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995. DMS’s actual results may differ from its expectations, estimates and projections and consequently, you should not rely on these forward-looking statements as predictions of future events. These forward statements are often identified by words such as “expect,” “estimate,” “project,” “budget,” “forecast,” “anticipate,” “intend,” “plan,” “may,” “will,” “could,” “should,” “believes,” “predicts,” “potential,” “continue,” and similar expressions. These forward-looking statements include, without limitation, DMS’s expectations with respect to the benefits of the Traverse Data acquisition, and are based on the beliefs and expectations of our management team from the information available at the time such statements are made. These forward-looking statements involve significant risks and uncertainties that could cause the actual results to differ materially from the expected results. Most of these factors are outside DMS’s control and are difficult to predict. Factors that may cause such differences include, but are not limited to: (1) our ability to successfully source and complete acquisitions and to integrate the operations and realize the benefits of companies DMS acquires on a timely basis consistent with our plan, including the Crisp Results assets, Aimtell, PushPros, Aramis Interactive, and Traverse Data, Inc.; (2) the potential for disruption to DMS’s business, including, among other things, attracting and retaining customers, suppliers, key personnel; (3) the COVID-19 pandemic or other public health crises; (4) changes in client demand for our services and our ability to adapt to such changes; (5) the entry of new competitors in the market; (6) the ability to maintain and attract consumers and advertisers and successfully grow and operate our new health insurance agency business, in the face of changing economic or competitive conditions; (7) the ability to maintain, grow and protect the data DMS obtains from consumers and advertisers; (8) the performance of DMS’s technology infrastructure; (9) the ability to protect DMS’s intellectual property rights, including those we acquire in the Traverse Data acquisition; (10) the ability to improve and maintain adequate internal controls over financial and management systems, and remediate the identified material weakness; (11) changes in applicable laws or regulations and the ability to maintain compliance; (12) our substantial levels of indebtedness; (13) volatility in the trading price on the NYSE of our common stock and warrants; (14) fluctuations in value of our private placement warrants; and (15) other risks and uncertainties indicated from time to time in DMS’s filings with the SEC, including those under “Risk Factors” in DMS’s Annual Report on Form 10-K and its subsequent filings with the SEC. There may be additional risks that we consider immaterial or which are unknown, and it is not possible to predict or identify all such risks. DMS cautions that the foregoing list of factors is not exclusive. DMS cautions readers not to place undue reliance upon any forward-looking statements, which speak only as of the date made. DMS does not undertake or accept any obligation or undertaking to release publicly any updates or revisions to any forward-looking statements to reflect any change in its expectations or any change in events, conditions or circumstances on which any such statement is based.

View source version on businesswire.com: https://www.businesswire.com/news/home/20220510006372/en/

Investor Contact:

Thomas Bock

(704) 412-8892

tbock@dmsgroup.com

Media Contact:

Melissa Ledesma

(201) 528-5272

mledesma@dmsgroup.com

Source: Digital Media Solutions, Inc.

FAQ

What is the significance of the acquisition of Traverse Data by DMS?

The acquisition aims to enhance DMS's technology and data assets, improving advertising performance.

What capabilities does Traverse Data bring to DMS?

Traverse Data offers audience activation and retargeting platforms to help advertisers reach new customers.

What are the expected benefits of DMS's acquisition of Traverse Data?

The acquisition is expected to improve customer targeting and increase revenue potential for DMS and its clients.

How many consumer intent signals does DMS generate per month?

DMS generates over one billion consumer intent signals monthly, enhancing its advertising effectiveness.