OverActive Media, the parent company of the Toronto Defiant, Toronto Ultra, and MAD Lions, has announced an advertising partnership with AcuityAds.
The Toronto-headquartered AcuityAds will leverage its technology to help OverActive Media and its sponsors better target the online esports audience.
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Tal Hayek, Co-founder and CEO of AcuityAds, commented in a release: “We are excited to partner with OverActive Media, establishing AcuityAds as the only programmatic company globally with direct access to such a wide-reaching esports audience. Esports is a dynamic and fast-growing industry that continues to develop unique connections to engage its growing fan base, and we are thrilled to be working alongside a leading global industry brand like OverActive Media.”
In addition to the Overwatch League’s Toronto Defiant and Call of Duty League’s Toronta Ultra franchises, OverActive Media – which is likewise based in Toronto – also owns the MAD Lions brand, which competes in the League of Legends European Championship (LEC). The organisation is also a founding equity partner in B Site Inc. and the MAD Lions brand competes as a franchise in B Site’s Flashpoint Counter-Strike: Global Offensive league.
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Chris Overholt, President and CEO of OverActive Media, added: “Our collaboration with AcuityAds gives us access to industry-leading technology adding more value to our current and prospective partners, and their efforts to reach a changing sport and entertainment audience. In the past two years, we have built meaningful audiences of esports fans that continue to grow as the industry matures and broadens its appeal across demographics.”
Esports Insider says: OverActive Media has already grown so much between launching those franchises and acquiring (and retiring) the Splyce brand, but this sort of behind-the-scenes tech upgrade could help fuel its ongoing expansion.