Last updated Feb 9, 2026 by AI Enrichment
On January 3, 2022, Tremor International completed its acquisition of Amobee, a demand-side platform (DSP), from Singapore Telecommunications Limited (Singtel) for $239 million. This strategic acquisition brought together Tremor's supply-side platform (SSP) capabilities with Amobee's demand-side technology, creating a more comprehensive programmatic advertising solution. The deal was structured as an all-cash transaction and represented a significant consolidation move in the programmatic advertising space. The acquisition enabled Tremor International to offer an end-to-end programmatic advertising platform spanning multiple formats including video, display, and connected TV (CTV). Amobee brought substantial DSP technology, data management capabilities, and an established client base to Tremor's existing SSP infrastructure. This vertical integration allowed Tremor to compete more effectively with larger ad tech platforms by offering both buy-side and sell-side solutions under one roof. The combined entity positioned itself to serve advertisers, agencies, and publishers across the full programmatic ecosystem, with particular strength in video and CTV advertising which were experiencing rapid growth at the time.
This acquisition represented a significant consolidation trend in the AdTech industry, where mid-sized platforms sought scale and vertical integration to compete with dominant players like The Trade Desk, Google, and Amazon. By combining SSP and DSP capabilities, Tremor International created a more complete stack that could potentially reduce friction and improve efficiency in programmatic transactions. The deal reflected the industry's movement toward end-to-end solutions and the strategic importance of owning both supply and demand-side infrastructure. The acquisition also highlighted the challenges facing standalone DSPs in an increasingly competitive market. Singtel's decision to divest Amobee signaled that telecom companies were reassessing their AdTech investments and focusing on core businesses. For the broader market, this deal intensified competition in the CTV and video advertising segments, where Tremor had existing strength. The vertical integration raised questions about potential conflicts of interest in operating both buy-side and sell-side platforms, though Tremor maintained it would operate transparently. The transaction also demonstrated continued M&A appetite in AdTech despite privacy regulation headwinds and the impending deprecation of third-party cookies.