Cathay Capital accompanies Smart AdServer’s build-up with LiquidM

May 4, 2020

Paris, December 19, 2019

Smart AdServer, the leading ad monetization platform and member of the Cathay capital portfolio, today announces its acquisition of the Berlin-based Demand Side Platform (DSP) LiquidM, from the Bertelsmann media group. This new partnership will enable the integration of Smart AdServer’s state of the art supply-side platform with LiquidM’s demand-side, and the development of a full-fledge offering in deal management, audience discovery, and data activation & control across all major supply sources, in a market where demand-and supply-side convergence is becoming more and more critical. Smart and LiquidM are planning to establish consumer privacy as the cornerstone of the new platform.

“Our industry currently faces a crisis of value erosion that puts increasing pressure on the entire programmatic ecosystem. Buyers seek transparency, accountability and more value from their media investments while publishers yearn to better monetize their core assets, including audience and 1st party data, and embracing these changes and meeting these expectations has been at the forefront of Smart’s strategy.” says Arnaud Créput, CEO of Smart AdServer.  “LiquidM’s proven record in innovation will boost Smart’s commitment to creating Value Path Optimization emphasizing full transactional transparency. This will enable conflict-free, premium value and low-fee buying so both advertisers and publishers can flourish in a shared-interest approach.”

“We are very pleased to join Smart,” said Philipp Simon and Thomas Hille, Managing Directors of LiquidM.  “They are an ideal partner to grow our business given their premium publisher clients and their strong global footprint. We look forward to enlisting in Smart’s mission to bring even greater value to both advertisers and publishers.” “We are proud to have supported Smart in this build-up, and we believe this acquisition, together with the excellent development of the US geography over 2019, are a great example of the excellent dynamics at the company under the reins of the new CEO, and marks the emergence of Smart as a truly international platform.” concluded Fabien Wesse, Partner at Cathay Capital.

About Smart

Smart is the leading independent ad monetization platform built for premium publishers to serve demanding buyers. Our fully transparent platform and shared-interest business approach enables premium publishers and brands to get their fair share of ad value at every opportunity, on their terms. Publishers can act with certainty and control all the variables for the right blend of transaction models, channels and formats while activating the right audience data for value path optimization. Smart works directly with more than 1,000 publishers worldwide including Financial Times, Groupe Marie Claire, TracFone, Le Figaro, Leboncoin, Altice Media Publicité, and IMGUR to deliver display, video, native, and rich-media ads to over 50,000 sites and apps. Smart is ranked on the Deloitte Technology Fast 500 EMEA. Smart operates 12 offices worldwide and leads the charge in building a transparent ecosystem based on quality. Smart is a “GDPR ready” company as certified by independent data protection specialist, ePrivacy GmbH.

About LiquidM

LiquidM is a globally operating self-service Demand Side Platform (DSP) which
empowers agencies, advertisers, and trading desks to achieve their marketing objectives using the power and efficiency of programmatic advertising. The full-stack Demand Side Platform is packed with comprehensive campaign management features and sports a clean-cut intuitive UI that takes campaign management on a whole new level and makes it easy to set, scale and optimize, and edit advertising campaigns. Founded in Berlin in 2013, LiquidM is one of the first DSPs on the market with extensive expertise in mobile advertising (a more technically complex environment than desktop).

About Cathay Capital

Cathay Capital Private Equity is a leading international private equity firm focused on cross-border investment and committed to supporting the international expansion of middle-market companies in North America, China and Europe. The firm’s team of over 90 professionals is based in New York, Shanghai, Beijing, Paris, Munich, San Francisco and Tel Aviv and leverages its unique business model and platform to create value for companies across three continents. With $3.1 billion in assets under management, Cathay Capital Private Equity has completed more than 100 buyouts and growth capital investments across three continents since its inception in 2007. Cathay Capital Private Equity invests in and assists middle-market companies in the consumer goods and services, healthcare, business services and technology industries. Please visit for more information.

Press contacts

For Smart AdServer                                                     

Marieke Buis

Global PR Manager

Tel: +33 6 99 22 70 07

Email: [email protected]

For Cathay Capital    

Yoann Besse – Citigate Dewe Rogerson                    

[email protected]          

+33 6 63 03 84 91