**Enhancing Performance Advertising and Data-Driven Marketing Capabilities**
**Maximizing Synergy Between Advertising and Commerce**
[Seoul=Newsis] Reporter Oh Dong-hyun: SOOP (formerly AfreecaTV) announced on the 11th that it will acquire a 70% stake in the digital advertising agency PLAYD for 73.5 billion won to strengthen its competitiveness in the digital advertising market and expand its business.
Through this acquisition, SOOP plans to integrate PLAYD’s performance advertising and digital marketing capabilities with its existing advertising business (platform, content, BTL) to provide comprehensive advertising services.
PLAYD, established in 2010, is a digital advertising agency specializing in online commerce advertising. It has shown high expertise in the performance advertising market (a method that optimizes by analyzing advertising performance in real-time) and has established itself as a major advertising agency in the industry, managing an annual advertising volume of 500 billion won since its KOSDAQ listing in 2020.
With this acquisition, SOOP aims to provide integrated advertising services that encompass performance and media advertising along with its subsidiaries, PreBial (specializing in voice advertising and SNS marketing) and CTTD (specializing in digital advertising and UX/UI design capabilities).
SOOP also plans to expand its advertising and marketing business not only domestically but also in the global market. To achieve this, they aim to enhance their data-driven advertising technology capabilities and advance systems such as a personalized advertising system using big data (DMP), customer relationship management system (CRM), and customer data analysis system (CDP) to expand advertising services based on data.
Synergy with the commerce business is also anticipated. SOOP has been strengthening the integration of commerce and advertising by introducing merchandise production and sales services in collaboration with streamers, optimizing product sales strategies using advertising data, and revitalizing live commerce through its own brands operated by PLAYD. They plan to maximize the synergy between advertising and commerce through new marketing strategies.
Choi Young-woo, SOOP’s Chief Strategy Officer (CSO), stated, “As the digital advertising market rapidly changes, precise performance-based advertising operations are becoming increasingly important. By acquiring PLAYD, we will integrate the advertising analysis, operation, and technological competencies of both companies to enhance data-oriented marketing services and secure differentiated competitiveness by combining advertising and commerce.” He added, “We plan to continue expanding our services through ongoing technological innovation and strategic investments, supporting advertisers and brands to effectively target the market.”