Exclusive: Chartbeat acquires ad software company FatTail

• "As media consolidation happens, the once large silos between revenue and editorial are collapsing," Saroff said.
• "Revenue leaders and editorial leaders need to work together to ensure the survival and growth of media companies, and we want to be the solution that helps make that happen."

Zoom in: The deal, which closed Monday, will see all of FatTail's 45 full-time employees joining Chartbeat, per Saroff.

• FatTail helps publishers automate direct sales deals with advertisers and their agencies. CEO Doug Huntington said the Chartbeat deal will help "publishers reach more readers, drive down costs and grow their business."
• Its team and products will be integrated into Chartbeat's stack software solutions for publishers.
• While deal terms weren't disclosed, Saroff said the deal doesn't require regulatory approval, which is typically the case for acquisitions valued at over roughly $100 million.

Zoom out: The transaction represents the third major acquisition by Chartbeat since being bought by Cuadrilla Capital in July 2022.

• At the time of that deal, Chartbeat was mostly focused on providing audience engagement tools for newsrooms and content companies.
• It's since expanded to offer more business-side publisher tools.
• In 2023, Chartbeat acquired social video analytics company Tubular Labs and digital revenue management company Lineup Systems.