Access Intelligence Buys AdMonsters
Deal includes two event brands in ad ops market.
Access Intelligence, a platform publisher targeting a number of B2B market verticals—and parent company of Folio:—is set to announce it has acquired the AdMonsters and OPS events from 8 Meter Media.
Terms were not released, but the deal includes AdMonsters Publisher Forum, a series of conferences serving ad operations and tech executives, and the annual OPS conference, a one-day event for a broader digital advertising audience including publishers, agencies and marketers.
AdMonsters was founded in 1999 by Bowen Dwelle, who, following the deal, will partner with Access Intelligence as founder and consultant while remaining CEO of 8 Meter Media. The rest of the AdMonsters and OPS management teams will join Access Intelligence.
The brands will be tucked into AI's Media & Broadcasting group, which includes Folio:, min, Cynopsis, PR News, Cablefax and Studio Daily, led by SVP and group publisher Diane Schwartz.
"It fits right in the middle of our media and marketing space," says Access Intelligence CEO Don Pazour.
The deal achieves a one-two punch of serving the publishing market in a broad sense—the events are potentially attractive to AI's existing cable, publishing, broadcast and PR audiences—while also edging the company into the agency market. "Strategically, the one area we're still not strong in is the agency side of the business. This takes us one step closer to that," adds Pazour.
The Publisher Forums average about 250 attendees each while the OPS event averages around 600.
Going forward, Pazour sees growth potential for OPS. Currently it's a one-day conference, which could be leveraged into a larger tradeshow format.
"The OPS conference is more about what's happening in the business and it brings a broader community of stakeholders together," he says. "I think it has longer-term potential for a tradeshow around it, and much larger participation from the broadcast and TV industries. That's the primary growth driver."
Because it's a deal centered on events, it taps into a common refrain among B2B publishers, which have been anxious to diversify away from a challenged print market. "It puts us closer to 60 percent of revenue from events," says Pazour. "Events, underpinned by robust digital products—that's where we're going."