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DigitalReef Completes Acquisition of Connected TV Advertising Management Platform, Column6

Apr 19, 2022

With more than 500 million mobile devices active in Latin America, it is impossible to overstate the impact they have on the daily lives of businesses, families and the folks that use them. One of the key uses of mobile devices is the consumption of streaming video and TV with nearly 4 billion people globally projected to watch over the top (OTT) video content by 2026. In order to unlock the connected TV experience for our network of mobile carriers and app publishers, DigitalReef has acquired connected television advertising platform Column6. 

The equivalent of the entirety of the connected television content library is available in the palm of the hands of hundreds of millions of mobile device users around the world. The combined company can enable a true omnichannel advertising and engagement solution that can unite app publishers, mobile network operators and advertisers. 

Column6 brings the ability to reach the active US CTV households through its network of more than 2,500 application integrations and 25 programmatic bidders. The proprietary technology behind the Column6 platform and exchange exclusively supports CTV/OTT focused advertisers. It is also at the forefront of an exploding opportunity for global brands and publishers. 

By 2025, the US is forecasted to spend more than $30B on CTV ads, an increase of more than 233% from the $9B spent in 2020. Global CTV impressions in 2020 increased 60% year over year and connected TV accounted for 40% of all video impressions, up from 31% in 2019. 

Column6 joining the DigitalReef family connects viewing audiences in Canada and the US with DigitalReef’s network of more than 3,000 publishers and carriers through DigitalReef’s marketing platform, DR-ONE. 

The opportunity to bring the learning of the US streaming market that the Column6 team has developed to the Latin American market is an opportunity that was impossible to pass up. The LATAM mobile ecosystem is fundamentally different from what content producers in the US are accustomed to. Whether it’s the way consumers acquire their devices or how they consume streaming media, the differences are vast. While the second-screen experience has become the norm in the US, the mobile device is oftentimes the only device for many LATAM users. 

Having the ability to engage with and reach key audiences through video and over the top (OTT) content gives DigitalReef customers a massive advantage. The streaming market will continue to evolve and this combined platform presents tremendous opportunities for mobile network carriers especially. 

We’re excited to bring this combined functionality to anybody looking to connect with, engage and reach key audiences around the world. We’re looking forward to hearing from you and showing you the power of what will be possible using the DigitalReef DR-ONE platform.