Following its $100 million purchase in January by 24/7 Media, Sabela yesterday announced a new operating name and newly branded combined services.
While the name of the business has changed to 24/7 Media Technology Solutions, "the Sabela team will remain the same", according to Gour Lentell, executive chairman of the new entity.
24/7 Media Technology Solutions will remain focused on delivering ad server solutions to its clients, but will also be responsible for the development, implementation and overall management of the company's technology solutions.
The Sabela purchase has "eliminated the need for a third-party ad serving solution", according to David Moore, the US-based CEO of 24/7 Media.
It has also enabled the two companies to combine their respective technologies to launch 24/7 Connect, an advanced ad targeting and delivery system aimed at online advertisers, publishers and networks.
24/7 Connect is a suite of three products: 24/7 Connect for Advertisers, 24/7 Connect for Publishers, and 24/7 Connect for Networks. These products were previously named Sabela for Advertisers, Sabela for Publishers and Sabela for Networks, respectively.
24/7 Connect for Advertisers is an end-to-end solution enabling buyers of online media to centralise campaigns and utilise state-of-the-art measurement and evaluation capabilities.
An outsourced ad serving service for website publishers, 24/7 Connect for Publishers offers an alternative to licensing third-party software products or undertaking in-house software development.
24/7 Connect for Networks, based on 24/7's in-house technology, is designed to offer ad-serving capabilities to network operators.
The purchase has provided 24/7 Media with much-needed ad serving technology and a stronger position in Australia and the Asia-Pacific region.
Since the acquisition, Sabela has been serving more than 300 million ads per month in Australia and New Zealand.