The purchase is structured on an earn-out basis, with an up-front cash purchase of 100% of Digital Decisions’ shares to be followed by two tranches of deferred consideration.

The first will be based on Digital Decisions’ performance in 2020 and the second on the average for 2021 and 2022. The final deferred consideration payment will be paid in a mix of cash and Ebiquity shares.

Ebiquity is acquiring the Digital Decisions’ shares from Cosimo Capital B.V. ( 55%) and Stichting Administratiekantoor Pinnacle Invest ( 45%), both firms owned and controlled by Ruben Schreurs (pictured), founder and CEO of Digital Decisions.  

Ebiquity said the deal fitted well with its Media division and would improve the services it offers to its global clients.

Founded in 2017, Digital Decisions’ headquarters are in the Netherlands although it has a sales team in London. It offers ‘source data monitoring’ to help global advertisers monitor and optimise their digital marketing and media spend.  

It will continue to operate as an individual service, while integrating within Ebiquity to support innovation of its media performance measurement services, as well as marketing and service delivery to clients.

The US has been identified as a significant potential market and Schreurs will be based there, following completion of the deal.

Alan Newman, Ebiquity’s interim CEO said: “Digital Decisions’ team has developed a media transparency and accountability solution to help brands evaluate and build trust in their digital ecosystems. We are confident that Ebiquity’s global network and client base will help Digital Decisions rapidly to scale internationally.”

Schreurs added: “Ebiquity is the ideal home for Digital Decisions. Its work with 70 of the top 100 global advertisers, deep media expertise and knowledge, and breadth of data and benchmarks makes Ebiquity a natural fit and the perfect launch pad to take Digital Decisions into the next era of growth.”