Specific Media Buys European Ad Network

Irvine-based Specific Media, which operates an online advertising network, said today that it is in a definitive agreement to acquire the assets of Adviva, a display advertising network based in the United Kingdom. Financial terms of the deal were not disclosed. Specific Media said that Adviva operates an ad network which reaches 21.3 million unique UK internet users. Specific Media said the acquisition will mark the firm's entry into the European market, and give it a reach of 25.9 million UK users. Adviva's London office will become Specific Media's European headquarters, and the acquisition will bring Specific Media's employee count close to 200. Adviva CEO and co-founder Todd Treusdell will become Managing Director of Specific Media's European operations.