Intango Grows U.S. Footprint with REIGNN Acquisition
Intango is a contextual and search advertising technology company that designs and executes tailored marketing and monetization solutions. Despite being in business for more than a decade, and working with some of the world’s largest brands, the Tel Aviv-based company has managed to fly under the radar in the U.S. market — until now.
As Intango looks to grow its U.S. footprint, the company is announcing the acquisition of REIGNN, a digital publishing and search advertising company, in a deal valued at $10 million.
The acquisition of REIGNN means Intango will be adding to its already-impressive tech stack. REIGNN’s content management system comes with the deal, along with a group of niche publications that includes Fiveo and Living Magazine. REIGNN’s assets include a portfolio of owned and operated publishing sites across the lifestyle, entertainment, health, finance, and music verticals, all powered by the company’s proprietary platform for advertising and media buying.
Acquiring REIGNN gives Intango new expertise in premium channel media buying, as well, and it should make it easier for the company to tap into emerging media channels, like TikTok.
TikTok has emerged as a transformative media channel in the past few years, redefining how digital content is created, consumed, and shared. The algorithm-driven content discovery platform promotes diverse voices and allows for niche content to gain massive traction, making it a powerful tool for brand advertisers.
While REIGNN’s business model had previously focused on generating high-quality traffic through the company’s owned and operated publishers, its focus under Intango will be somewhat different. Under the Intango umbrella, REIGNN is expected to be more singularly focused on search advertising.
“Acquiring REIGNN represents a two-pronged opportunity for our company: first, providing us with a wider variety of O&O online assets and full transparency for advertisers, and second, having advanced search advertising tools to better serve our clients with a comprehensive suite of solutions,” said Intango CEO Uri Lichter. “We’re excited to uplevel our unique supply offerings for performance-based advertising through these new capabilities and strengthen our position as a digital advertising leader.”
REIGNN’s publisher CMS optimizes the reader experience and monetization on-site automatically on a large scale. The company has managed to integrate its proprietary CMS technology with search providers and advertiser aggregators, which impressed Intango leadership and sparked interest in the acquisition.
Intango’s corporate venture arm, Intango Ventures, was an investor in REIGNN prior to the acquisition. The group’s portfolio of investments includes Arena.im and YOURSTORY, an e-commerce startup focused on a direct-to-consumer model. This is the first portfolio asset the company has acquired.
“We are thrilled to join the Intango team and contribute to the synergies of the two companies in the digital advertising landscape,” said REIGNN Co-Founder and CEO Lior Dori. “Our innovative adtech solutions and publisher portfolio will help Intango maximize campaigns for advertisers, delivering hyper-relevant and engaging ad experiences to their audiences.”
While the global adtech ecosystem saw a boom in mergers and acquisitions in 2022, that action simmered down in 2023. While there are still plenty of large-scale deals in the works, economic uncertainty can deter companies from committing to large-scale deals. Instead, in the first half of the year, more companies prioritized conserving capital and managing financial risk, and they were especially cautious about making significant investments in the adtech sector.
That makes Intango’s acquisition all the more impactful for the industry at large. It could potentially be a turning point for a season of change and growth in adtech in the second half of 2023.
