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April 24, 2012 05:53 pm GMT

DG Buys AdTech Player Peer39 For $15.5M After Peer39 Raised Nearly $30M In Its Lifetime

Image1 for post Another $10.5M Unloads on Peer39's DockWe are seeing a lot of activity in the world of advertising technology -- from funding rounds to new product launches -- but it's not all good news, and inevitably consolidation is coming, too: Peer39, an adtech provider based in New York and Israel, is getting bought by offline and online ad management and ad distribution company DG. The price: $15.5 million -- roughly about half of what Peer39 had raised from investors over the course of six years.The cash-and-stock deal will see DG pay $10 million in cash, with the rest in shares, as well as a $2.3 million earn out payment, the companies noted in a statement.

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