Kansas City-based Amply Media Acquired by Sonobi

October 25, 2021

Amply Media, ranked No. 1 on Ingram’s Corporate Report 100 in July 2020, has sold to Florida-based Sonobi.

The Kansas City, Missouri-based operation builds audience-focused, first-party data that creates targeting while driving performance and engagement through a push notification platform. At present, the company holds an audience of more than 110 million subscribers.

Ranking No. 55 in the 2021 edition of the Ingram’s Corporate Report 100, Amply Media reported a gross revenue of $64.8 million in 2020 in its second year on the list.

“Our mission at Amply has always been to serve the audience first through an innovative, content-driven digital network,” Ryan Schaar, CEO of Amply, said in a Monday news release. “However, the backbone of it all has always been our first-party data and our understanding of the consumer identity graph. This acquisition will provide all of our customers with stronger opportunities to understand audiences through the infusion of more first-party data, in addition to more opportunities for monetization using Sonobi’s robust supply-side programmatic platform. We look forward to working closely with our partners at Sonobi to improve outcomes for publishers, advertisers and consumers.”

Founded in 2016 on the Missouri side of the metro, Amply Media gained success through its “audience first” culture. Subscribers to the platform are able to get weather, news, and other alerts immediately.

Sonobi itself got its start in 2012, and has grown quickly in the world of digital advertising technology. The ad technology developer designs advertising tools and solutions for the industry’s leading media publishers, brand advertisers, media agencies, and media technology providers. Sonobi is a portfolio company of Cohere Capital, a Boston based growth private equity firm, and through its platform has access to over 125 million users.

The acquisition will allow Amply Media’s users to access Sonobi’s data and programmatic demand data assets.

“To build a smarter advertising marketplace, we must combine a programmatic advertising platform with scaled consumer-direct first party data and layer the best identity graph on top of that,” Sonobi CEO, Michael Connolly, said in the release. “Our acquisition of Amply powers the future of programmatic advertising with a robust and diverse range of premium audience data, delivering improved performance to publishers and advertisers with more accurate targeting and identity resolution. We are pleased to have the opportunity to learn from our partners at Amply, as we work together to apply their audience-first ethos on a broader scale.”