NHN Ad, a provider of digital marketing services, announced on the 4th that it has absorbed and merged its development subsidiary '11si11bun'. The merger was executed as of the 1st of this month.
11si11bun is a specialized company in marketing solutions and online advertising platforms. Leveraging its competitiveness in artificial intelligence (AI) and data analytics technologies, it develops and supplies integrated advertising platforms and advertising solutions, supporting advertisers and agencies in improving advertising efficiency.
Key technologies include ▲real-time bidding (RTB)-based advertising operation platforms ▲AI for automatic matching of advertising keywords and areas ▲unstructured user behavior analysis technology. NHN Ad acquired 100% of 11si11bun's shares in 2021, making it a wholly owned subsidiary.
NHN Ad decided on this merger to reorganize its technologies and solutions integrally and to accelerate the development of next-generation advertising operation solutions based on AI technology. Through the merger, it aims to enhance management efficiency and incorporate 11si11bun's technological capabilities across NHN Ad's entire business. In particular, it plans to develop next-generation advertising operation solutions to discover new market opportunities and strengthen leadership in the ad tech sector.
Shim Doseop, CEO of NHN Ad, said, "Through the merger, we plan to organically combine 11si11bun's excellent development capabilities with NHN Ad's abundant marketing know-how, improving the speed and efficiency of our business. We will maximize advertising efficiency and provide stable services that advertisers can trust."
NHN is also accelerating the efficiency of its group structure by reducing subsidiaries and focusing on improving profitability. Thanks to the results of management efficiency and growth in core businesses, consolidated operating profit for the first quarter increased by 42.8% year-on-year to 27.3 billion KRW, and the company aims to achieve the highest-ever operating profit this year.
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