Accenture Interactive is expanding its programmatic media-buying capabilities with the acquisition of Adaptly, an ad tech firm based in New York that specialises in data-driven campaigns across online channels, including Google and Facebook.

The digital marketing arm of Accenture, the global professional services firm, announced the deal in a statement, although the terms of the sale were not disclosed.

Adaptly, which was founded in 2010 and has since grown to 150 employees with offices in Chicago, Los Angeles and London in addition to its base in New York, will in time become part of Accenture Interactive Operations.

According to the Accenture statement, the addition of Adaptly “will significantly bolster the capabilities of Accenture Interactive Programmatic Services”, a planning, buying and management service that was launched earlier this year.

Specifically, Adaptly’s digital media services will support Accenture Interactive’s “ability to activate, optimise and measure media cross-platform” and help advertisers “drive superior business outcomes”, the statement read.

“The addition of Adaptly is a unique opportunity for us to add significant talent and capabilities,” said Nikki Mendonca, president of Accenture Interactive Operations.

“This acquisition will help us to further reinvent today’s operating approach by re-engineering the campaign process with data, applied intelligence and digital technologies – resulting in improved ROI and greater transparency for our clients’ digital media omni-channel campaigns,” she added.

Also commenting on the acquisition, Nikhil Sethi, co-founder and CEO of Adaptly, said: “Being a part of Accenture is really exciting as, together, we’ll have an amazing opportunity to supercharge our key platform partnerships, drive more transparency and effectiveness for our clients, and enable them to deliver more relevant, high impact experiences.”

The deal is another clear sign of Accenture’s determination to expand into digital advertising, a strategy that the 4A’s criticised in May amid concerns that the company could face conflicts of interest because of its separate auditing activities.

In addition, competition from consultancies like Accenture was highlighted as one of the reasons given this week for a wide-ranging strategic review at WPP, the worldwide advertising network.

Sourced from Accenture Interactive, 4A’s; additional content by WARC staff