Marketing consultancy Ebiquity has acquired Digital Decisions, expanding its digital media monitoring services. The initial agreement involves a consideration of €700,000, with final terms based on Digital Decisions' 2022 performance. This acquisition enhances Ebiquity's offering; Digital Decisions focuses on online ad transparency, brand safety, and fraud detection.
Digital Decisions, known for its partnership with the World Federation of Advertisers for the Digital Media Benchmark report, will operate independently. The firm has high-profile clients, including Heineken and PepsiCo.
Ebiquity's move reflects industry concerns over digital media ROI. With U.S. digital ad spend anticipated to exceed $150 billion, businesses are increasingly questioning the efficacy of their digital advertising investments.