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Accenture Acquiring Digital Media Services Firm Adaptly

The solutions heavyweight set its sights on Adaptly, a digital media services company, which partners with some of the leading digital platforms, including Amazon, Facebook, Google, Instagram and Snapchat.

Accenture has been on an M&A roll as of late, announcing its second acquisition this week, with the solutions juggernaut now taking aim at a New York City-based digital media services company.

The deal for Adaptly is not final and financial terms of the deal were not disclosed.

Adaptly partners with some of the leading digital platforms, including Amazon, Facebook, Google, Instagram and Snapchat. Founded in 2010, Adaptly’s 150 employees are headquartered in New York City with additional offices in Chicago, London and Los Angeles.

Scott Tieman, Global Lead, Accenture Interactive Programmatic Services, told CRN that Adaptly has a differentiated operating model and proprietary tech that enables workflow, improve quality assurance, and omni-channel reporting, as well as a robust team of smart people who know how to work differently to drive results.

“From our perspective, we are knowledgeable about a lot of the players that are in the space we felt strongly that we wanted to accelerate with the right partner,” Tieman said. “We performed a very comprehensive market analysis to really understand which companies might be the right partner for us and Adaptly was at the top of that list.”

Nikhil Sethi, co-founder and CEO of Adaptly, told CRN he is staying on with Accenture and plans to continue the work he started when he created Adaptly in 2010.

“We see a big general industry shift in the marketplace where brands are looking to get closer to platforms and understand how they can drive more effectiveness and efficiency from those,” he said. “For us it was a simple analysis of, how can we do what we’re already doing faster and better, and Accenture helps. There’s a really strong synergy between what we can bring to the table and what Accenture brings to the table and the combination of that is really powerful for the end-customer and that’s what we’re excited to do.”

Accenture said in a statement that the goal is to have Adaptly’s digital media services support Accenture Interactive’s ability to activate, optimize, and measure media cross-platform and help advertisers drive superior business outcomes.

According to the statement, Adaptly will become part of Accenture Interactive Operations, a managed services capability.

Accenture separately announced that it had formed a strategic alliance with Canadian banking software platform company Zafin, which it called “a worldwide leader in financial services software.” Under terms of the deal, Accenture will serve as a preferred integrator of the Zafin financial software platform as part of a joint go-to-market strategy.

In a related agreement, select employees from Zafin's professional services business will join Accenture's global Financial Services practice, giving Accenture additional technical integration and development abilities that will enhance its financial services offerings. Terms of the transaction were not disclosed, according to a statement.

On Monday, Accenture boosted its Oracle line-up with the acquisition of PrimeQ, one of the top Oracle SaaS Cloud service providers in Australia and New Zealand the. While PrimeQ is focused on government, health care and public service industries, it also has a clients in retail, consumer goods and the financial sector, Accenture said.

“PrimeQ has extensive experience implementing Oracle SaaS Cloud solutions, which complements Accenture’s established credentials across the Oracle Cloud portfolio,” James Madigan, who leads Accenture’s Oracle business in Australia and New Zealand said in a statement. “They are a highly valued Oracle ecosystem partner, bringing an impressive track record and top talent that will help drive significant results for our clients.”

PrimeQ -- headquartered in Adelaide, Australia -- was founded in 2016 and has since built extensive capability in Oracle SaaS Cloud enterprise resource planning and is specialized in areas including transportation management, warehouse management and CRM.

Accenture’s recent acquisition of DAZ Systems in the U.S. and Certus Solutions in the U.K., adds to its growing global capabilities in delivering digital transformation on Oracle Cloud.

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