Matomy Media

Matomy Media Group Ltd.
Public limited company
Traded as LSE: MTMY, TASE: MTMY
Industry Advertising
Predecessor
  • AdsMarket
Founded 2007
Founders
  • Ofer Druker
  • Adi Orzel
  • Kfir Moyal
Headquarters Tel Aviv, Israel
Number of locations
 11 (2016)
Area served
 Worldwide
Key people
Products
  • Mobfox
  • Team Internet
Services Digital marketing
Revenue US$ 245.1 Million (2017)
Number of employees
 250 (2017)
Website www.matomy.com

Matomy Media Group Ltd., a publicly traded company since July 2014,[1] is an international digital marketing company providing advertisers, agencies, publishers and application developers with a wide range of performance-based and programmatic advertising solutions.

History

The company was incorporated in 2006 and launched in 2007 as AdsMarket.[2] The company was founded in Israel by Ofer Druker, Adi Orzel and Kfir Moyal.[3] The company joined the IAB QAG Certified Network in 2011.[4]

Matomy became a publicly traded company on the High Growth Segment of the London Stock Exchange's Main Market in July 2014.[5] Following its initial public offering, Matomy received an $82 million investment from global advertising holding company Publicis Groupe, which acquired 24.9% of Matomy's ordinary shares.[6]

Matomy dual-listed on the Tel-Aviv Stock Exchange in February 2016.[7]

In May 2017, the company announced that it would focus on just three of its products: Team Internet (domain monetization), Mobfox (in-app advertising) and Optimatic (video advertising).[8] Following the imposition of stricter quality requirements from video advertisers, the revenue of Optimatic fell significantly and was closed in April 2018.[9] The company also divested of some non-compliant traffic from Team Internet and Mobfox.[9]

In February 2018, Matomy raised $30M in convertible bonds in order to fund the purchase of the remaining share options held by Team Internet.[10] The bonds have a duration of three years, bear an interest of 5.5%, and have a conversion price of NIS 4.26.[11]

Leadership

Matomy was led by Ofer Druker from its inception until April 2017, at which point he stepped down at the request of activist hedge fund Brosh Capital[12] and was replaced by Sagi Niri as CEO.[13] Brosh Capital also requested that Matomy employee Nir Tarlovsky and Brosh Capital employee Amir Efrati be added to the board of directors, which was approved.[14] In January 2018, Niri also stepped down, in order to "pursue an offer that cannot be refused" with Teddy Sagi. Niri's ten-month tenure oversaw the disposal of non-core assets as well as the laying off of 150 staff in order to focus on just two parts of the company: MobFox and Team Internet.[15] Niri was replaced by Liam Galin, the former CEO of Flash Networks.[16]

Matomy was advised by Ilan Shiloah since its inception,[12] and he took on the role of chairman until November 2015,[17] at which point the role transferred to his deputy chairman Rupert Howell, who stood down in January 2017 and was replaced by Harel Beit-On, a partner of Viola Group, a major shareholder of Matomy.[12] The chairman role transferred to Sami Totah, another partner at Viola Group, in June 2018.[18]

Acquisitions, investments and divestments

Much of the company's growth has come through strategic acquisitions.[19]

CompanyYearActionNotes
Xtend G.M. Global Media Ltd2008Outright acquisitionOnline display network and SEM provider.[20]
Matomy Money2010Outright acquisitionAlternative payment solutions provider[21] which gave its name to Matomy Media.
Adperio201117.7% stake acquisitionDenver-based interactive marketing company, founded in 1994 that offers social media, email, SEO, mobile and other emerging technology solutions.[22] The initial acquisition was for 15% of the company for $2.25M, with call and put options in the following years which were not exercised.
MediaWhiz2013Outright acquisitionNew York-based performance marketing agency that provided clients with permission-based email marketing, affiliate marketing and data acquisition; clients included AT&T, Home Depot and Bally Total Fitness.[23]
Adquant[24]2013Acquisition of the social marketing agency portionProvider of software for running social media campaigns.[25]
MobAff[26]2013Outright acquisitionFlorida-based mobile ad network.
MobFox2014Outright acquisitionAustrian-based mobile programmatic advertising firm. The acquisition was paid using $10.1M in cash, plus shares worth $7.5M.[27]
Team Internet AG[28]2014Stake increased to 70% from 20%Munich-based direct navigation search company. The stake cost $27M, valuing the company at $54M.
Avenlo201570% stake acquisitionCanadian-based company who had developed a platform for direct email marketing campaigns. The acquisition has been valued at around $17.6M.[29]
Optimatic[30]2015Outright acquisitionProgrammatic monetization platform for video advertising. Matomy paid a minimum of $25M for Optimatic.
Team Internet AG[31]2017Stake increased to 80% from 70%The acquisition was instigated by options held by Team Internet, and cost $10.4M, valuing the company at $104M.
'Non-core' businesses'[32]2017Sold to Creative Clicks MediaThe sale was worth up to $11M, and included 60 Matomy employees.
Adperio[33]2017Sold to unrelated third partyThe sale was worth approximately $2M.
Team Internet AG2018Stake increased to 90% from 80%The acquisition was instigated by options held by Team Internet, and cost $18.5M, valuing the company at $185M.[34]
Optimatic2018ClosureThe video advertising platform Optimatic stopped trading in April 2018.[9] CEO Liam Galin described it as a "cash-bleeding" activity.[35]
Whitedelivery2018Sold to 1029 HOLDINGS INCThe email advertising platform Whitedelivery was sold to 1029 HOLDINGS INC in August 2018, for up to $8.5 million.[36]

References

  1. ↑ "LONDON STOCK EXCHANGE WELCOMES MATOMY MEDIA GROUP IPO". lseg.com. London Stock Exchange Group. Retrieved 2015-01-07.
  2. ↑ "Israel's Backed targets US online loans market". 5 March 2017. Retrieved 23 January 2018.
  3. ↑ "Matomy plans London IPO at $400-500m valuation". Globes English. 2013-09-15. Retrieved 2014-05-01.
  4. ↑ "About Matomy Media Group". Matomy.com. Retrieved 2014-05-01.
  5. ↑ Armstrong, Ashley. "Matomy uses High Growth Segment for second listing attempt". www.telegraph.co.uk/. Telegraph. Retrieved 2015-01-07.
  6. ↑ Gallivan, Rory. "Publicis to Buy Stake in Digital-Advertising Technology Company Matomy Media". www.wsj.com. Wall Street Journal. Retrieved 2015-01-07.
  7. ↑ "Online ad firm Matomy considering options, including possible deal". 18 October 2016. Retrieved 25 January 2018.
  8. ↑ "MATOMY ANNOUNCES NEW STRATEGIC FOCUS". 8 May 2017. Retrieved 6 September 2018.
  9. 1 2 3 "Ad fraud warning as Publicis-backed digital media company Matomy struggles". 30 August 2018. Retrieved 6 September 2018.
  10. ↑ "Digital Marketing Company Matomy Wants to Raise $25 million in Convertible Bonds". 10 January 2018. Retrieved 2 February 2018.
  11. ↑ "ביקושי יתר משמעותיים בהנפקת איגרות החוב להמרה של מטומי". 1 February 2018. Retrieved 28 February 2018.
  12. 1 2 3 "Matomy to lay off 10% of employees". 9 May 2017. Retrieved 25 January 2018.
  13. ↑ "Israeli online ad firm Matomy's CFO to replace Druker as CEO". Reuters. 2017-04-13. Retrieved 2017-11-03.
  14. ↑ "Matomy Media Group - Notice of EGM". 30 September 2016. Retrieved 8 February 2018.
  15. ↑ "TASE Indexes Mixed in Tuesday Trading". 10 January 2018. Retrieved 5 March 2018.
  16. ↑ "Digital Marketing Company Matomy Media Replaces CEO after Ten Months". 9 January 2018. Retrieved 25 January 2018.
  17. ↑ "Matomy Group appoints former ITV chief Rupert Howell as non-executive chairman". 25 November 2015. Retrieved 7 February 2018.
  18. ↑ "Chairman of Digital Marketing Company Matomy Media Steps Down". 1 July 2018. Retrieved 3 July 2018.
  19. ↑ "Matomy Media Group". CrunchBase. Archived from the original on 2014-02-18. Retrieved 2014-05-01.
  20. ↑ Kristina Knight (2011-04-07). "Matomy, Adsmarket, XTEND integrate for one-stop shop". BizReport. Retrieved 2014-05-01.
  21. ↑ "Matomy Money". CrunchBase. 2010-07-15. Retrieved 2014-05-01.
  22. ↑ "Matomy acquires US digital ad co Adperio for $30m". globes. 24 July 2014. Retrieved 5 March 2018.
  23. ↑ "MediaWhiz Holdings, LLC". Hoovers.com. Retrieved 2014-05-01.
  24. ↑ "Israel's Matomy buys Adquant's social media ad agency". 24 October 2013. Retrieved 8 February 2018.
  25. ↑ "Kenshoo Acquires Adquant to Bolster Social and Mobile Marketing SaaS Offering". September 16, 2014. Retrieved 22 January 2018.
  26. ↑ Beltrone, Gabriel. "Matomy Buys Mobile Shop MobAff". adweek.com. Retrieved 2015-01-07.
  27. ↑ "Matomy Media Group Acquires MobFox, Europe's Leading Mobile Advertising Platform". 24 October 2014. Retrieved 28 February 2018.
  28. ↑ "Israel's Matomy buys majority stake in Germany's Team Internet". www.reuters.com. Reuters. Retrieved 2015-01-07.
  29. ↑ https://www.wsj.com/articles/matomy-media-to-acquire-70-of-avenlo-1429052401
  30. ↑ "Matomy buys NY-based video ad platform Optimatic". 16 November 2015. Retrieved 22 January 2018.
  31. ↑ "Matomy Buys Further Tranche Of Team Internet, Increases Holding To 80%". 13 January 2017. Retrieved 22 January 2018.
  32. ↑ "BRIEF-Matomy Media says sale of non-core businesses to Creative Clicks Media". 6 July 2018. Retrieved 22 January 2018.
  33. ↑ "Matomy Media Group- Update". 28 December 2017. Retrieved 22 January 2018.
  34. ↑ "Matomi raised NIS 103 million in convertible bonds". 5 February 2018. Retrieved 28 February 2018.
  35. ↑ "Edited Transcript of MTMY.L earnings conference call or presentation 4-Jun-18 10:45am GMT". 13 June 2018. Retrieved 16 August 2018.
  36. ↑ "Matomy's Sells Whitedelivery to 1029 HOLDINGS INC for up to $8.5M". 15 August 2018. Retrieved 16 August 2018.
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