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Parklane advises Adference on its recent sale to ABOUT YOU

Parklane Capital is pleased to announce its latest deal in the online marketing sector. Adference, a leading AdTech specialist for automation technology for Google and Amazon, was acquired by ABOUT YOU.

Parklane Capital acted as exclusive financial advisor to Adference and its shareholders. After the recent sales of Videobeat to Dentsu Aegis Network and esome Advertising Technologies to ProSiebenSat.1Media, we are happy to successfully complete another transaction in the online marketing space.

ABOUT YOU acquires Adference, a leading AdTech specialist for Google and Amazon automation technology.

ABOUT YOU announced the acquisition of Adference, a leading AdTech specialists for Google and Amazon automation technology. With the acquisition, ABOUT YOU significantly increases its expertise in automation technology for Google and Amazon Ads. The innovative tools from Adference support advertisers in creating automated campaigns and placing optimal bids for millions of keywords and products. Scientifically developed machine learning algorithms maximize the impact of every advertising campaign on Google or Amazon and achieve the best possible result. As a fully-owned subsidiary of ABOUT YOU, the company will remain in Lüneburg and further develop its third-party business.

ABOUT YOU is planning significant investments in its new subsidiary to ensure that it can further extend its technological and market leadership. "The successful cooperation over the past two years has convinced us of the performance of the Adference tools. Despite our repeated market screenings, Adference tools and algorithms have consistently proven to be the best AdTech solution available," said Tarek Müller, co-founder and co-managing director of ABOUT YOU.

The co-founders and managing directors of Adference GmbH, Dr. Florian Nottorf and Christian Borck, are delighted with the deal and look to the future with optimism: "We have successfully worked with ABOUT YOU and the takeover enables us to develop our technologies, products and services even further".

Adference was founded in 2014 by Dr. Florian Nottorf, Christian Borck, Dr. Tobias Blask, Stefan Kleine Stegemann and Prof. Dr. Burkhardt Funk - as the result of several years of research at Leuphana University Lüneburg. The company supports customers with a team of 23 IT specialists, data scientists and software developers.

ABOUT YOU was founded as a subsidiary of the Otto Group in 2014. With more than 11m monthly user, ABOUT YOU is one of the largest fashion and lifestyle platforms in Europe and generated revenue of €461m in the financial year 2018/2019. The fashion-tech company is the first unicorn from Hamburg with a company valuation of over one billion dollar.