Three major Iranian digital marketing companies have been merged to curb costs and create an integrated system in the face of economic uncertainties which have slowed the business and prepared the ground for synergy. Through this merger, the digital marketing firm Anetwork and digital mobile advertising Adad have been merged with the ad exchange company Adro, reported local technology website Digiato. As per the merger agreement, the trio will operate under the brand name Anetwork as the organization has made a name for itself in the advertising technology business. Anetwork CEO Ali Jafari says each of the three companies had separate teams offering similar services, adding that “this has brought about a hike in expenditure; therefore, we have decided to merge the three firms into one.” For the time being, the names, platforms and domains of the companies will see no change and the transformation will be limited to the firms’ legal nature. According to Jafari, the company is following an M&A (Merger and Acquisition) strategy to create synergies that in the long run will increase market share and help establish a stronger customer base.
