London-based adtech company Peach is looking for a fruitful future with the acquisition of SaaS creative and campaign automation platform Cape.
Peach provides video advertising in 100 markets with over 35 local offices and 200 employees. It works with advertising agencies, brands, production companies, media agencies, broadcasters and digital businesses.
The Peach Developer API connects systems and media plans to its 40,000+ broadcaster, social and ad platform integrations.
Michiel Blonk and Eelco Van De Wiel co-founded Amsterdam-headquartered Cape in 2019. The company is used by such brands as Basic-Fit, Just Eat Takeaway and Philips.
Doug Conely, Chief Product and Technology Officer at Peach, states: “This is a major acquisition for Peach: it adds key capabilities across the creative workflow helping us fulfil our mission to further simplify and automate how advertising works.”
- CMA Starts Second Investigation into Google’s Adtech Activities – read the news here
There are no financial details about the deal, but it seems jobs are safe as Conely says the Cape team will become “an integral part of our global organisation”. The Dutch firm has 28 employees listed on LinkedIn.
Cape’s software is used in display, social, video and digital-out-of-home (DOOH), approval flows, user collaboration, data feed management and publishing to social and ad platforms including Facebook, Instagram, Snapchat, LinkedIn, YouTube, TikTok, Pinterest, Meta for Business, Google Ads, CM360 and DV360.
Blonk explains: “Our mission is to make it as easy as possible to get campaigns live superfast – and in Peach we recognise kindred spirits. With their 25 years of expertise and reputation for innovation, this acquisition will help us further supercharge our growth from our backyard in Benelux to the rest of the world – and give us the freedom to build an even greater product.”
Things seem pretty peachy at Peach.
It acquired Swedish entity Advalidation, a SaaS product for ads and compliance, last year.
According to its website, Peach has some notable clients. They include Sky, Disney, Coca-Cola, Universal, Unilever, Airbnb, Oglivy, Shiseido and Johnson & Johnson.
Peach also owns and operates the UK TV industry’s automated booking and creative exposure management platform CARIA.