RTB House to acquire WhitePress
WARSAW, February 22, 2021 – RTB House, a global advertising technology firm takes up 100% shares in WhitePress, a content marketing platform, from its Founders, Dirlango, a technology-focused investment firm and Innova Capital, a CEE mid-market private equity firm. WhitePress’s management, including founders Paweł Strykowski and Tomasz Kwaśny, will continue in their existing roles. The financial terms of the transaction are not disclosed.
Founded in 2013 and headquartered in Bielsko-Biała, Poland, WhitePress is a leading content marketing platform that assists advertising agencies and corporate clients in creation and publication of content across the web, as well as in tracking of marketing campaign results. The company, which has continuously been focused on quality of content created and distributed, is a leader in content marketing automation that makes the publishing process easier, faster, and more cost-effective. WhitePress platform is highly scalable internationally and enables publications across multiple geographies with ongoing roll-out across the new markets. The wide ecosystem of products is used by thousands of clients and relays on inventory provided by over 21,000 publishers across 12 geographies. Furthermore, the company owns the GoodContent platform and is currently launching its latest service Content Premium internationally.
The overall support from RTB House will enable WhitePress to seek to accelerate its growth across new markets including in the Americas and Asia.
Paweł Strykowski, Founder and CEO of WhitePress, said: “We are excited to join RTB House. We have always been committed to providing our clients with a high quality service and the best experience. With RTB House’s support, we will significantly accelerate the international roll-out and sign up new publishers as well as attract new clients to our platform. We started the internationalization of our business just two years ago and we are thrilled to be able to accelerate our growth with the support of such an internationally successful AdTech firm.”
Robert Dyczkowski, Founder and CEO of RTB House said: “We are delighted to team up with Paweł Strykowski and his team to support the further development of WhitePress. In its relatively short history, WhitePress has emerged as a leading content marketing automation provider to regional clients, with a unique, scalable platform proposition designed to enable the accelerated roll-out across multiple geographies.”
Łukasz Wejchert, Founder of Dirlango said: “The decision to divest WhitePress was not easy. We are pleased to find a buyer with a global reach and an impressive product capable of accelerating WhitePress expansion.”
Michal Wojdyła, Managing Director of Innova Capital said: “It was a great experience to support WhitePress in the internationalization of its business. The company is highly profitable and cash flow positive despite multiple entries into new markets over the last 18 months, which proves the scalability of the WhitePress model.”
WhitePress helps advertising agencies and corporate clients publish content efficiently. Ranked #1 in Top 100 most visible marketing websites in Google in Poland, WhitePress automates publication utilizing a base of over 21,000 publishers and offering content creation support across multiple platforms. The company enables its customers to choose optimal publication strategies and streamline the process while reducing processing costs using its state-of-the-art platform. With a team of over 50 people, of which ca. 30 are based in Bielsko-Biała office and the remaining ca. 20 are spread across foreign markets, WhitePress serves thousands of customers in Europe and eyes further expansion in the Americas and Asia.
About Innova Capital
Innova Capital is an independent private equity advisor, operating from Poland and investing in majority buyouts in mid-sized enterprises with activities in Central and Eastern Europe. Since its inception in 1994, Innova Capital has invested close to EUR 1 billion in almost 60 companies located in 10 countries in the region. Innova was recognized by the Polish Private Equity and Venture Capital Association (PSIK) as PE Management Firm of the Year 2019.
Dirlango invests in growth Internet and technology businesses globally. Investments include international category leaders such as Glovo, Wish, Beyond Meat, Compass as well as CEE focused firms WayToGrow, Justtag and iTaxi. Dirlango was founded in 2012 by Łukasz Wejchert and Maciej Żak.
Advisors to RTB House on the transaction included: Clifford Chance, Deloitte, and CC Group.
Advisors to WhitePress and its Shareholders on the transaction included: Rymarz Zdort and Trigon.
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