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SingTel Spends Another $400 Million on Ad Tech, Buys Kontera and Adconion

The telco has been buying ad companies for the last couple years.

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Peter Kafka covers media and technology, and their intersection, at Vox. Many of his stories can be found in his Kafka on Media newsletter, and he also hosts the Recode Media podcast.

Singapore Telecommunications, Singapore’s biggest mobile player, is making more moves into advertising: The telco is spending around $400 million to buy ad tech companies Kontera and Adconion, according to people familiar with the deals.

SingTel will spend around $150 million on San Francisco-based Kontera, which helps advertisers track and place content on social networks, and $235 million for ad platform Adconion’s U.S. assets, but not its European operations. The Adconion deal includes another $20 million in potential incentive payouts, sources say.

The Wall Street Journal had previously reported on SingTel’s interest in Kontera.

In 2012, SingTel bought mobile ad company Amobee for a reported $321 million; last year it bought Gradient X, another mobile ad tech startup.

This article originally appeared on Recode.net.

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