Global ad tech company Affinity has acquired Opinary GmbH, a consumer engagement media tech company based in Berlin.

Co-founded in 2016 by Pia and Cornelius Frey, Opinary boasts an impressive user base of 120 million monthly users across more than 100 well-regarded publishers, including NBC Universal, The Times of London, The Financial Times, Der Spiegel, Tagesspiegel, and Burda Forward, among others. The company's reputation has been strengthened with backing from renowned VCs like Project A and Trafo.

With a significant portfolio of privacy-first ad solutions spanning the US, UK, EU, India and Asia, this acquisition provides a welcome, new touchpoint to Affinity’s advertisers. It also brings in a new avenue for monetization and audience enrichment for its publishers.

Furthermore, the acquisition will bolster Affinity's market presence in the EU through Opinary's extensive network of brands and publishers. The key members of Opinary's leadership team, along with their 26-member team in Germany, will now be part of Affinity's workforce of 400 spread across India, US, UK, Indonesia, China, Malaysia, and Brazil, effectively increasing the overall team strength to 430.

Lucas Roh, Co-founder and Chairman of Affinity Global Inc. said of the move, “We found the right DNA match with Opinary in terms of product, vision and team. This first acquisition is an exciting milestone for us, underscoring our commitment to driving smart and industry-leading solutions, and delivering exceptional value to our clients across the globe.”

Cornelius Frey, CEO of Opinary, said “This collaboration strengthens our position in Europe and sets the stage for further growth and success internationally. We couldn't be more excited about the opportunity to expand Opinary globally and enhance our portfolio in Europe through Affinity's exceptionally smart suite of offerings.”

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